A-B InBev alters strategy, will release 2 Super Bowl spots early

01/30/2013 | Advertising Age (tiered subscription model)

One of Anheuser-Busch InBev's six planned Super Bowl ads -- introducing the new Beck's Sapphire brand -- has been released. The spot by Mother shows the brand's black bottle with a shinning sapphire logo, attracting an animated, singing fish that swims around the bottle. The company will also release a Budweiser Clydesdale spot before the game, as a test of awareness generation, said Vice President of Marketing Paul Chibe. "I do have a concern about having all the ads released early and then the telecast [loses] its uniqueness and distinctiveness. So I'm looking at it," Chibe said.

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