Corona does Super Bowl end around

Gambrinus uses local ads to circumvent A-B exclusivity

Jan 19, 2000 - Corona has done an end around to circumvent Anheuser-Busch's efforts to show the only advertising viewers see during the Super Bowl on Jan. 30.


Gambrinus Co., which distributes Corona in 26 states, bought local advertising time in 15 major markets to debut a new commercial during the Super Bowl. Don Mann, Modelo products director for Gambrinus, told the San Antonio Express-News that the company would spend about $1.5 million to make the ad for the popular Mexican beer and buy air time.

Anheuser-Busch is spending an estimated $30 million to buy ad time and create a whole new set of commercials for the Super Bowl. Each 30 second spot during the game costs $2 million and A-B purchased 10 spots, has the coveted first spot after halftime and is once again the exclusive beer category sponsor.

"In terms of audience reach, the Super Bowl is the greatest advertising platform in the world," said Tony Ponturo, vice president of corporate media and sports marketing at A-B. "For us, beer category exclusivity ensures that when the millions of adults watching the Super Bowl think of a beer brand, they think of Budweiser and Anheuser-Busch."

Gambrinus will be spending considerably less money, but more money per household it reaches. "This is an opportunity to jump-start our activities earlier in the year," Mann said. Historically, wholesalers don't start making a push to sell Corona to stores, restaurants and bars until spring. The Super Bowl tie-in will "motivate the wholesalers to get out and sell now."

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