AB continues to widen scope of brands used in suite of Super Bowl ads each yr, this time choosing to include Stella Artois in the mix, AB told wholesalers this morn. Recall, in last couple yrs AB opted to put Busch (2017), Mich Ultra and Shock Top (in 2016) on Super Bowl stage in addition to Bud and Bud Light. “Stella Artois will air a television commercial during the 2018 Super Bowl to support our ‘Buy A Lady A Drink’ campaign partnership with Water.org,” wrote Stella vp Harry Lewis. Together, Stella and Water.org launched campaign aiming to provide additional 3.5 million people with access to clean water by 2020, “and this Super Bowl commercial will help us achieve our goal ahead of schedule,” he added.
Stella seems like a natural next choice for AB to include during Super Bowl, with broad, charitable message. It’s up 15% YTD thru Sep 2 in Nielsen data, now nearly as large as Dos Equis in scans in terms of $$ sales. But it slowed to mid-singles in Q2, AB said. “Buy A Lady A Drink” was already expected to be Stella’s “biggest campaign” ever in terms of investment, with TV ads starring actor Matt Damon (see Dec 19, 2016 issue) and Chalice program. Super Bowl ad $$ will certainly help get it there.