Busch is making its Super Bowl debut by returning to its roots and “revitalizing some of [its] classic marketing assets like the brand’s iconic ‘stream pull’ and ‘BUSCHHHHH’ can crack sound,” but it is also introducing something new: The so-called Busch Guy, who dresses like the Brawny Man and will be featured in TV assets throughout the year.
The 30-second spot, “BUSCHHHHH,” will air during the first quarter.
According to Chelsea Phillips, senior director of value brands at Anheuser-Busch, Busch’s longtime “Head for the Mountains” campaign featured the stream pull and can crack sound starting in 1978 and variations remained through 2009.
While Busch parent Anheuser-Busch initially said it did not plan to release the spot prior to the Super Bowl, it had a change of heart on February 1.
“This is a huge moment for Busch – a storied brand that has been around for six-plus decades – and we want to make the most of this moment. So after internal discussions, we decided to shift in order to hit the ground running and debut our spot a few days ahead of the Super Bowl,” Phillips said. “We’re proud of the spot we put together – it’s funny, relatable and builds on our strong heritage – and we wanted to share it with as many folks as possible.”
What’s more, the brand said cans featured in the commercial reflect Busch’s new look, which will hit stores in early April.
“The goal for our first-ever Super Bowl commercial was to create a spot that was unmistakably Busch,” Phillips said in a statement. “By featuring our iconic ‘stream pull’ and the ‘BUSCHHHHH’ can crack sound, we created a relatable and funny spot, expected to resonate strongly with those consumers who have the same values that we do.”
And “just like the beer he drinks,” that includes “staying true to his values, traditions and where he comes from,” Phillips added.
Indeed, as The Drum previously reported, at a media briefing earlier this year, Marcel Marcondes, vice president of marketing and US CMO, said he has a theory more consumers may be drawn to Busch now because they are getting more connected to traditional values.
“This brand stands for those who are true to their names. It stands for more traditional values. This brand has our name on it and consumers value and trust it,” Marcondes said. “I can confirm the brand is growing, so the best way to answer you guys about why we’re taking Busch to the Super Bowl for the first time… is another question: Why not? Sometimes we launch a new brand [in the Super Bowl], but sometimes we place a different bet. Busch is definitely not a new brand, but it’s a bet. Let’s see how far it goes.”
In a release, Anheuser-Busch called Busch’s first Super Bowl appearance “an unprecedented move” that allows the brand to “further fuel recent growth and maintain its leadership position in the high-volume value segment, which accounts for 25% of total beer.”
The spot was developed in conjunction with Deutsch New York.
“We’re excited to be reintroducing Busch to the country at the big game. The creative, shot by director Harold Einstein, pays homage to the classic elements of Busch advertising while putting a fresh, comedic spin on it for today,” added Dan Kelleher, chief creative officer of Deutsch’s NY office, in a statement.