In the lead-up to Super Bowl 57, Brand Innovators hosted the 2023 Sports Marketing Upfront in Scottsdale, Arizona. This gathering brought together influential figures in the marketing and advertising industry to exchange insights and strategies. The event featured numerous panels and discussions, with a particular focus on the upcoming Super Bowl commercials set to air during the highly-anticipated game. You can read a full recap of the event here. On the third day of the event, Skydeo's Mike Ford sat down for a chat with Michelob ULTRA, Anheuser-Busch InBev's VP of Marketing, Ricardo Marques, to delve into the marketing strategy behind Michelob's Super Bowl commercial and the campaign's creative process. To see the full chat, watch the video below.
Marques revealed that the cast was a critical aspect of the campaign, with a focus on making sure there was equal representation of men and women athletes. At Michelob, the representation of women in sports is extremely important, so featuring some of the best female athletes during the Super Bowl was something they really wanted to include. He went on to explain that his team started planning for Super Bowl 2023 as soon as they wrapped up the 2022 commercial. The company consulted with a roster of agencies they work with regularly, narrowed down commercial ideas through research, and chose the most promising concepts that could live beyond the 60-second Super Bowl spot.
Marques also talked about the importance of fan loyalty and the value of fostering dialogue, conversation, and events to engage their audiences. Michelob offered 24-hour access to the first episode of Netflix's new series Full Swing to those who scanned the QR code during the commercial or on their beer can, as a way to reward and connect with their fans.
Overall, the conversation provided valuable insights into Michelob's marketing strategy and process, highlighting the company's commitment to representing and celebrating diversity, sports, and engaging with their fans.
If you'd like to learn more about the event and other industry insights, check out the full recap here. We're always happy to chat, so don't hesitate to reach out to us to discuss your marketing and advertising goals. Be sure to follow us on social media for more updates and inspiration.
Photos below courtesy of Brand Innovators