MillerCoors Breaking ABInBev’s Super Bowl Stranglehold With Apple Ale AdsDecember 17, 2012
While the Super Bowl has long been associated with the Budweiser portfolio (the game’s biggest advertiser), MillerCoors is heralding the arrival of a new brand with its own Super Bowl ad program. Although Anheuser-Busch InBev holds the exclusive beer-marketing rights to the Super Bowl’s telecast (airing February 3, 2013 on CBS), MillerCoors is using local spot buys in the Great Lakes and Southeast regions to run a 15-second ad for Redd’s Apple Ale, which it began test-marketing last summer. The ad is part of a comprehensive campaign developed by WPP-owned Cavalry that uses the tagline “Branch out” and features apple-related puns. The 5%-abv Redd’s has been positioned to compete against RTD rivals like Mike’s Hard Lemonade.