Dive Brief:
- Super Bowl 50 was the first year since 1993 that a food or beverage manufacturer (McDonald's won that year) didn't take the No. 1 spot on USA TODAY's Ad Meter. Heinz's spot "Wiener Stampede" clocked in at No. 2, but Hyundai's "First Date" featuring actor Kevin Hart topped this year's list.
- Doritos rounded out the food and beverage ads in the Top 5 with "Ultrasound" (No. 3) and "Dogs" (No. 4). The brand has been in the Super Bowl Ad Meter's Top 5 for the last several years.
- Budweiser, which has been an Ad Meter champion since 2013, was notably absent from this year's Top 5 ads, with its "Simply Put" spot ranking at No. 9. However, Budweiser's "Puppy Love" ad, the 2014 Ad Meter winner, did take home the title of Ad Meter 50 for 50th bracket champion, beating another Budweiser ad in the final round to determine the best commercials in Super Bowl history.
Dive Insight:
When it comes to Super Bowl ads, dogs are food and beverage companies' best friend. Two of the Top 5 ads, Heinz's spot and one from Doritos, featured dogs, and in both 2015 and 2014, Budweiser's Ad Meter winning ads also put Fido front and center. Integrating four-legged friends into a Super Bowl ad is a winning combination for food and beverage marketers.
Bud Light's highly-anticipated "The Bud Light Party" ranked No. 21 to make a solid showing for a brand that has struggled with sales in recent quarters. The Wall Street Journal reported from its survey of advertising executives and consumers that Bud Light "seems to have gotten its marketing mojo back." Bud Light announced in October that it would be moving away from its millennial-focused campaign "The Perfect Beer for Whatever Happens." The brand is also launching a new all-blue packaging design with a prominent Anheuser-Busch InBev seal later this year.
Another AB InBev brand, Budweiser, greatly benefited from the post game interview of Denver Broncos quarterback Peyton Manning who said on live TV, "I'm gonna drink a lot of Budweiser tonight, Tracy. I promise you that."
The company may have also been part of a scoop. The NFL doesn't allow active NFL players to appear in beer commercials — maybe Manning's plug is a sign he's finally ready to retire?
Bud seized the social-media friendly moment and tweeted that the brand had not paid Manning for his endorsement. His words could be worth as much as winning the top spot on ad meter. Although a commercial has the advantage of being played long after the game is over.
We didn't know the shout out was coming either, but we're glad it did. @Broncos celebrate like this tonight. #SB50 pic.twitter.com/ugGyt3Sg0z
— Budweiser (@Budweiser) February 8, 2016