Busch’s ad, which will be handled by New York advertising agency Deutsch, will run during the game on Feb 5., according to Adweek.
"We are excited that Busch will make its Super Bowl debut in 2017,” Chelsea Phillips, senior director-value brands for AB InBev in the U.S., said in a statement. “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."
The company’s move to premiere one of its lower-priced brands is a theme that has also hit MillerCoors, who has increased marketing spending on Miller High Life by 135 percent this month compared to last year, Ryan Marek, director of economy brands at Miller High Life, told Ad Age.
AB InBev increased media spending for Busch and Busch Light by adding 10 weeks of national TV ads last year for the first time since 2008, according to Adweek.
Just last month, the company decided to take marketing one step further with a promotion that would give away a lifetime supply of Super Bowl tickets for finding a specialty gold beer in 18-, 24-, and 30-packs of Bud Light marked “Strike Gold,” according to a press release. The promotion will run through Jan. 13.