>> Tati: KEEP MICHELLE WORKING WITH GOOD FOOD!
JASON, OVER TO YOU.
>> Jason: THE BIG GAME IS THIS
SUNDAY.
SUNDAY. AHEAD OF KICKOFF, WE’RE SEEING A
TON OF THE HIGHLY ANTICIPATING
COMMERCIALS.
COMMERCIALS. ONE COMPANY KNOWN FOR GOING ALL
OUT FOR THEIR ADS, BUD LIGHT.
YOU REMEMBER DILLY, DILLY.
AND THEY’RE FOCUSING ON
SOMETHING BUBBLY.
SOMETHING BUBBLY. AND HERE’S A CLIP FROM ONE OF
THEM.
THEM. >> TAKE A BUD LIGHT.
>> SURE THING.
>> WHAT’S THIS?
>> BUD LIGHT SELTZER MANGO.
>> HAVE WE TRIED THAT BEFORE?
>> CHECK THE MEMORY BANK OF.
>> NOTHING, NOTHING, NOTHING.
>> TIP INITIATED.
>> SING HAPPY FACE.
>> OH, TOO MUCH.
>> THAT’S BETTER.
HAS THE SELTZER REACHED THE
STOMACH YET?
STOMACH YET? >> Jason: JOINING US IS ANDY
GOALER, THE VICE PRESIDENT OF
MARKETING FOR BUD LIGHT AND THE
MAN WHO CAME UP WITH DILLY
DILLY.
DILLY. THANK YOU FOR BEING PUS.
>> GREAT TO BE HERE, THANK YOU.
>> Jason: SO BUD LIGHT IS
JUMPING ON THE SELTZER
BANDWAGON.
BANDWAGON. AND WHY IS IT SO POPULAR?
>> IT’S AMAZING!
YES, PEOPLE ARE LOVING SELTZERS,
AND WE’RE PROUD TO HAVE OUR
SELTZER IN THE MARKET NOW.
IT’S FOR PEOPLE -- THERE ARE A
LOT OF PEOPLE WHO LOVE BEER AND
PEOPLE WHO LOVE THINGS THAT ARE
BEVERAGES THAT HAVE FRUIT
FLAVORS TO THEM.
AND THERE’S FRUIT FLAVORING.
IT HAS 100 CALORIES PER CAN,
GLUTEN FREE.
GLUTEN FREE. AND SO PEOPLE ARE LOVING IT.
AND IT’S EXCITING.
IT’S AN EXCITING EMERGING
CATEGORY.
CATEGORY. >> Jason: THERE’S A LEADING
BRAND OF SPARKLING WATER THAT I
CAN’T KEEP IN MY FRIDGE.
SO I’LL TRY THAT SELTZER.
>> WE THINK YOU’LL BE SWITCHING
OUT SOON IF YOU TRY OURS.
>> Jason: AND YOU HAVE POST
MALONE.
MALONE. WHAT’S THE STRATEGY TO HAVE THEM
PICK AFTER THE GAME?
>> THIS IS OBVIOUSLY A HUGE
MARKETING MOMENT FOR US GOING
INTO SUPER BOWL AND THE SUPER
BOWL GAME.
BOWL GAME. SO THIS YEAR, WE HAVE A DILEMMA.
WE HAVE TWO AMAZING SPOTS WE
LOVE.
LOVE. BOTH ARE ENGAGING AND FUN SPOTS.
SO WHAT WE DECIDED TO DO SINCE
WE CAN’T DECIDE INTERNALLY WHICH
ONE TO RUN, WE PUT THEM BOTH OUT
AND WE’RE ASKING FANS TO HELP US
DECIDE WHICH ONE TO RUN ON
SUNDAY DURING THE SUPER BOWL.
>> Jason: HOW DID YOU PICK POST
MALONE?
MALONE? THERE MUST HAVE BEEN SOME
INTERNAL DEBATE OVER HOW TO
STRIKE THE RIGHT PERSON FOR THE
RIGHT DEMOGRAPHIC.
RIGHT DEMOGRAPHIC. >> WE’VE HAD A PARTNERSHIP WITH
POST MALONE FOR THE PAST FEW
YEARS.
YEARS. HE’S A HUGE BUD LIGHT FAN.
HE LOVES OUR BEER.
SO AS WE WERE COMING OUT WITH
OUR NEWEST INNOVATION, BUT LIGHT
SELTZER, LET’S CALL ON BUD
MALONE TO HELP US INTRODUCE IT
TO PEOPLE.
TO PEOPLE. >> Jason: WHAT’S THE KEY TO
BREAKING THROUGH AND GETTING THE
COSTED ADD SCORE ON MONDAY.
HOW DO YOU KNOW WHAT’S GONNA
BREAK OUT, OR DO YOU?
>> YOU DON’T.
YOU DO THE BEST YOU CAN.
PEOPLE ON SUNDAY WATCHING THE
SUPER BOWL.
SUPER BOWL. IT’S A MAGICAL TIME FOR
MARKETERS.
MARKETERS. PEOPLE ARE THERE TO WATCH ADS AS
MUCH AS THEY ARE THE GAME.
EVERY ADVERTISER WANTS TO MAKE
SURE THAT THEY’RE DOING TWO
THINGS.
THINGS. THEY’RE ENTERTAINING AND THEY’RE
ALSO DELIVERING BRAND MESSAGING
BECAUSE IT’S AN EXPENSIVE
INVESTMENT.
INVESTMENT. AND SO YOU WANT THE TALK VALUE
AND THE ENTERTAINMENT.
AND YOU HAVE TO DELIVER
SOMETHING ABOUT YOUR PRODUCT.
SO THAT’S WHAT WE DO.
AND THAT’S WHAT WE’RE DOING WITH
THE POST MALONE AND BUD LIGHT
SELTZER ADS.
SELTZER ADS. AND PEOPLE LOVE THE ADS, WE
THINK THEY WILL.
AND IT WILL BE A LOT OF FUN.
>> Jason: ANDY, WE’RE OUT OF
SATELLITE FUN.
SATELLITE FUN. WE APPRECIATE YOU JOINING US.