For years, AB InBev has used exclusivity to maximize the value of its Super Bowl spend by preventing other brands from placing spots in the Big Game—and this year will mark its biggest buy yet.
Various competitors in the alcoholic beverage category have tried to get around the block in different ways. For example, in 2017 Yellow Tail became the first wine brand with a Super Bowl ad in 40 years thanks to clever regional buys.
This year, Suntory’s Jim Beam whiskey brand will take a similar approach.
According to a spokesman, the “360-degree global marketing campaign” titled “Raised Right” will launch during the game with buys in the three biggest U.S. regions of New York, Chicago and Los Angeles, along with select locations in the brand’s home state of Kentucky itself.
The campaign centers on the minute-long spot “Celebration,” a short post-Prohibition tale that in some ways resembles the origin story Budweiser aired during Super Bowl LI.
“The spot … highlights the brand’s rich history leading up to and following the repeal of Prohibition, recognizing those who helped rebuild the brand’s now iconic distillery in Clermont, Kentucky in 120 days,” read a statement from the brand.
A shorter ad that’s part of the same campaign also plays on that heritage theme.
Beyond these TV placements, the work includes digital, print advertising, local activations and retail marketing.