MillerCoors Set To Invade Budweiser Super Bowl Ads w/Redd’s Apple Ale UPDATE

 
Shanken is reporting today that MillerCoors will use local advertising spots in various regions of the U.S. during the Budweiser-dominated Super Bowl in Feb to promote it’s new Redd’s  Apple Ale. 

While the Super Bowl has long been associated with the Budweiser portfolio (the game’s biggest advertiser), MillerCoors is heralding the arrival of a new brand with its own Super Bowl ad program. Although Anheuser-Busch InBev holds the exclusive beer-marketing rights to the Super Bowl’s telecast (airing February 3, 2013 on CBS), MillerCoors is using local spot buys in the Great Lakes and Southeast regions to run a 15-second ad for Redd’s Apple Ale, which it began test-marketing last summer. The ad is part of a comprehensive campaign developed by WPP-owned Cavalry that uses the tagline “Branch out” and features apple-related puns. The 5%-abv Redd’s has been positioned to compete against RTD rivals like Mike’s Hard Lemonade.

The campaign — which will include TV, digital, print and out of home — uses the tagline "Branch out" and includes a bushelful of apple puns, such as "different to the core." The launch comes as big brewers experiment with new flavors and brands to appeal to millennials and women, while beating back spirited competition from craft beers and liquor brands.
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