“We talk to consumers every single day because we put fans at the center of everything Bud Light does,” Allen said. “Our aim is to meet fans in the places and moments they’re most passionate about across our longstanding focus areas, such as the NFL, UFC, college sports, and music.”
Bud Light’s association with the Super Bowl is “one of the most iconic relationships in sports and marketing, and our greatest unlock to bringing fans closer to the experiences they love,” Allen added.
Throwback trend
At this time last year, Bud Light was breaking a new look and feel for its marketing with the idea of recruiting outside of its traditional realm of young legal-drinking-age men. Its 2023 Super Bowl ad, “Hold,” featured no belly laughs or over-the-top characters but instead, a celebrity couple, Miles Teller and Kayleigh Sperry, dancing to soft music in their living room.
The abrupt change of tone continues something of a throwback trend among beer marketers this Super Bowl. Coors Light is reviving its “Chill Train” after more than a dozen years in the station. And Bud Light’s Anheuser-Busch InBev sister brand Budweiser is returning to a Clydesdale-yellow lab combination that could conceivably be the very same cast as used in a 2014 Super Bowl ad.
“Easy Night Out” returns Bud Light to familiar storylines—an over-the-top character, not unlike the Bud Light Knight, and a barroom setting.
“This spot is full of the classic Bud Light creative our fans know and love, placing humor at the center of relatable, and not so relatable, moments for our fans,” Allen said. “The premise is simple and grounded in a universal truth: A night out with friends should always be easy.”