Bud Light is getting fired up for tailgate season through a partnership with Traeger Grills to create the Traegerator, a keg-meets-grill machine complete with built-in speakers, in line with a press release. To promote the novelty item, the 2 brands released an infomercial-style social video spot starring Bud Light brand partners George Kittle, tight end for the San Francisco 49ers, and Baker Mayfield, quarterback for the Tampa Bay Buccaneers.
The 90-second spot, modeled after infomercials of the ‘90s, begins as Kittle and Mayfield daydream a few grill that may do all of it before the Traegerator appears from a cloudy haze. As the grill is revealed, complete with a top that resembles a Bud Light can, a jingle begins to play because the football players dance and exhibit the machine’s various features.
Making the Traegerator the main target of the ad, somewhat than Bud Light itself, provides the Anheuser-Busch InBev brand a novel loophole to work with lively NFL players. The NFL bars lively players from directly endorsing alcohol. Despite being covered in Bud Light branding, the grill is the main target, and Kittle and Mayfield never touch or interact with beer throughout the infomercial.
Beyond the spot, Bud Light is encouraging consumers to comment on a dedicated Instagram post with the hashtags #Traegerator and #Sweepstakes for the possibility to win a tailgate with the Traegerator. Novelty products are one other way beer brands can get across the league’s restrictions. In kind, Coors Light, owned by Molson Coors, had Kansas City Chiefs Quarterback Patrick Mahomes promote a branded flashlight in a play on the brand’s name. Mahomes also worked with Coors Light to bury a time capsule containing an ad for the brand, to be opened after the player has permission to directly endorse the brand.
The release of the Traegerator lines up with the beginning of each the faculty and skilled football seasons. Tailgate culture is a significant component of the football season, with the grill playing a central role. Bud Light’s creation fills the role of grill, speakers and keg, merging essential tailgate components into one. Beyond its latest move, Bud Light has made tailgating a core focus of its marketing through recent tie-ups with brand partner Peyton Manning and comedian Shane Gillis.
AB InBev posted a Q2 revenue of $15 billion, a 2.15% decrease year-over-year, in line with an earnings call. While the corporate continues to take a position in Bud Light, it has shifted its focus to other brands in its portfolio, equivalent to Busch Light, in line with executives.
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