Burger King, Bud Light and Chipotle Brought Their D-to-C Strategies to Super Bowl LIII

Legacy brands are partnering with challengers

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The Super Bowl has historically been an occasion for introducing new ideas to the masses. Apple’s “1984” spot, which debuted the Macintosh home computer 35 years ago, is a classic example. During Super Bowl LIII, another big, new idea emerged. It is subtler than Apple’s epic announcement, but represents a harbinger of things to come: Legacy brands are locking arms with challenger brands.