• by Erik Oster , August 24, 2023

 

Bud Light is running the opening play in its big offensive drive for the new NFL season with an ad hyping the return of the brand’s popular NFL team cans.

 “Easy to Sunday” showcases the game day rituals of football fans, all set to a cover of the classic pop and jazz standard “A Sunday Kind of Love” by husband-and-wife country duo The War and Treaty.

According to the brand, the ad features real-life fans -- including a New York Giants season ticket holder for 63 years famous for his gameday mussels; a farmer who listens to every Tennessee Titans game from his tractor; and a diehard Philadelphia Eagles fan who never missed a game (even while deployed).

“Our new ‘Easy to Sunday’ campaign celebrates and honors those real Sunday moments that bring NFL fans across the country closer to their friends, their family and their local communities,” said Todd Allen, vice president of marketing for Bud Light, in a press release.

Bud Light has been the NFL’s official beer sponsor for over 27 years.

“Sunday Kind of Love” will run in 60-, 30-, and 15-second versions as part of a broader Bud Light NFL playbook. The brand claims it’s one of its largest NFL campaigns ever. Bud Light also revamped its NFL team packaging, with cans featuring both team logos and an illustration of a star player for each franchise. Each can also features a QR code allowing fans to enter a sweepstakes for a chance to win one of 2,000  subscriptions to NFL Sunday Ticket from YouTube and YouTube TV, as well as e-gift cards for Fanatics merchandise on NFLShop.com.

The campaign follows an earnings call earlier this month in which parent company AB InBev revealed that Bud Light’s declining sales, in the wake of a boycott organized by far-right extremists in response to an activation starring a trans influencer, contributed to a 10.5% U.S. revenue decline for the company during the second quarter. AB InBev CEO Michel Doukeris said the brand’s upcoming initiatives would “concentrate on platforms that all consumers love,” while also noting the company’s “heavy investments in sales and marketing” for Q2 and Q3. 

 

 

 

 

 

 

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