*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.
With the Super Bowl two weeks away, brands from most industries are looking to take advantage of the marketing opportunities surrounding the most-watched television broadcast in the U.S.
This year, Anheuser-Busch is going big for the big game. Part of their Super Bowl marketing blitz includes airing a local Natural Light Super Bowl ad in 5 of the top 10 cities hit hardest by student loan debt.
We caught up with Daniel Blake, Senior Director of Value Brands for Anheuser-Busch, to see why the brand decided to give away another $1,000,000 to help over 70 individuals pay down their student loan debt as well as how the campaign plays into the overall brand strategy for Natty Light.
On Natty’s Super Bowl approach…
“Super Bowl is a unique opportunity to talk to people, to engage with people. The Natural Light local SB spot is geared towards our core audience, students and graduates who are experiencing first-hand the gravity of student loan debt. Staying true to our fans is core to what Natty is as a brand, so it makes total sense that we talk to 21+ young adults about issues that impact their lives.”
On why sports are important to the brand…
“Sports are a big part of that, and we know from experience that our fans appreciate when we bring sports-related content and experiences into their daily lives. Our Race Resume program is the perfect example of this. In September 2018, Natural Light had the chance to create a paint scheme for Chris Buescher and the #37 car at the South Point 400 in Las Vegas. That paint scheme happened to be the resume and headshot of an aspiring motorsports journalist, Briar Starr. Briar won the contest we held to be featured on the car. It was a really innovative way to combine two topics that our fans are passionate about and it got a very positive response.”
Disruption is in Natty’s blood…
“We are always showing up in the places that are important to our fans. This will be the first of many sports moment where you’ll see Natty doing something fun and disruptive this year.”
*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.
