Bud Light kicks off NFL season with new ad campaign, 'fan-centric' packaging

ST. LOUIS — Bud Light announced on Thursday the start of its newest marketing campaign for the 2013 National Football League season. The official beer sponsor of the NFL, Bud Light's new campaign will include new TV creatives and NFL- and team-specific packaging.

Bud Light’s new TV campaign, “Dilemmas,” is an evolution of last year’s popular “Superstitions” campaign and will document the origins of superstitions. The spots explore the tension between fans’ beliefs that they affect the outcome of a game and the practicality of continuing their new-found superstitions. “All Time,” an anthemic spot that sets up the “Dilemmas” campaign, debuted during the pre-season, with four new TV commercials slated to air during the regular season, beginning with “Quinoa” during Kickoff weekend. The commercials, created by Translation, will include 30- and 15-second versions, each ending with the tagline “It’s Only Weird If It Doesn’t Work.”

“Our goal is to do everything we can to enhance the NFL fan’s experience,” said Rob McCarthy, vice president of Bud Light. “We know how fans think, and we understand that football becomes front and center in their lives from Kickoff weekend until the Super Bowl. Whether fans are watching at the stadium, at home or in a bar,  we’re proud to celebrate football fans’ passions for the game.”

In addition, Bud Light has local sponsorship agreements with 28 of the 32 NFL teams. The brand will celebrate the start of the season by unveiling special packaging to help fans get into the NFL spirit. Bud Light cans feature the NFL Shield, and team-specific cans are available in 28 markets. Commemorative glass bottles and aluminum bottles of Bud Light will also feature the NFL Shield, and secondary packaging will feature similar elements.

As part of its local partnerships, Bud Light will host tailgates in each city, and select events will feature Bud Light Build-A-Bars and photo and video kiosk stations. 

The season will culminate at Super Bowl XLVIII in New York, where the brand will once again host the Bud Light Hotel. It will be the fifth consecutive year Bud Light has staged the Bud Light Hotel during the Super Bowl. Bud Light will also serve as the exclusive beer advertiser for Super Bowl XLVIII, and Super Bowl XLVIII imagery will be featured on all Bud Light products and packaging beginning in December.

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