Super Bowl weekend is one of the most-watched broadcast events, every year setting new records for the history books. In US television top 25 most-watched broadcasts, is possible to find nineteen editions of the Football championship final game, with the 2015 edition in second place with 114.5 million viewers, beaten only by the Apollo 11 landing (fair enough). This year, with only 25.000 fans attending in the stands (instead of the usual 60.000), and with many staying safe at home, we might expect the game to set new records once again. Other than the game itself and the spectacular halftime show, there is another part of the broadcast that usually catches many eyes and generates buzz, and these are the commercials.
Such a high-profile event makes commercial spots very expensive, and companies try to maximize every second with film-like productions and Hollywood actors. Even if American companies and movie trailers are in the majority, sometimes even European companies take part in this tradition, arriving at what can be considered the maximum peak of their exporting strategy in the US. In 2019, Stella Artois, a Belgian beer producer, supported by his group InBev, made a brilliant commercial with Sarah Jessica Parker and Jeff Bridges coming back for their roles as Carrie from “Sex and the City” and The Dude from “The Big Lebowski”. Instead of their go-to drinks, the two characters ordered a Stella Artois, generating confusion in the bar and complementing each other for the great choice.
The results? In 2020 the InBev group is registering a 4% growth worldwide, with Stella Artois leading the charge with double-digit growth performances, more than other US brands in the group. The beer industry sells more than $119.3 billion in beer and malt-based beverages to US consumers each year. (Source: Beer Institute Annual Report, 2019) Hard work pays off, and investments like this made Stella Artois an export leader worldwide, from a small beer manufacturer based in Leuven, Belgium. Happy Superbowl weekend.