Busch Will Make Its Super Bowl Debut Next Year

Deutsch is creating the spot

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Busch will take center stage during the Big Game for the first time next year.

The Anheuser-Busch InBev brand will make its Super Bowl debut at the Feb. 5 game, as the company is looking to highlight its value brand portfolio. Deutsch, which won creative duties for Busch and Busch Light in August, will handle the spot.

“The value segment plays a key role in the beer category—in fact, one in every four beers consumed in the U.S. is a value brand,” said Chelsea Phillips, senior director of value brands at Anheuser-Busch. “Anheuser-Busch is the undisputed leader in this segment, with Busch and Busch Light representing two of the top 10 beer brands in the nation overall.”

Phillips added: “This is an unprecedented move, and signals our investment and belief in the role value brands play to drive growth within our portfolio and the category at large.”

A-B InBev has already increased its media spending for Busch, adding 10 weeks of national TV time last year and upping its out-of-home and digital spending for the brand.

Last year A-B InBev brought its craft-like offering Shock Top to the Super Bowl for the first time.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.