The Big Game is still weeks away, but many of the event’s biggest advertisers have already started deploying their campaigns. These days, airing a Super Bowl commercial isn’t enough. Brands must come equipped with teasers, digital elements, experiential tie-ins, and other methods to make the biggest impact on their audience. Check out the biggest previews that you need to see in our Weekly Must Reads.

AB InBev’s Big Game Lineup

Though Anheuser-Busch no longer has exclusive alcohol advertising rights for this year’s game, the beer giant’s brands still have big plans for their spots. Bud Light’s commercial has been teased as the start of a “new era” for the brand and will reportedly focus on traditional beer rather than seltzers or other offerings. The ad for company’s fastest-growing beer brand, Michelob Ultra, will feature athletes Tony Romo and Canelo Alvarez and highlight the drink’s low carb count. Busch Light’s commercial will have an appearance from an “iconic songstress,” while Budweiser will receive its usual feel-good, “self-made American” ad treatment.

One unusual twist to Budweiser’s commercial is that it will air only in select markets. According to AB InBev, the brand’s sales are very regional, and they plan to revamp Budweiser later this year to reach a more diverse audience. Find out more about all the upcoming ads here: https://www.kcra.com/article/bud-light-budweiser-makeovers-super-bowl/42566233

Pepsi’s Post-Halftime Show Plan

For the first time in 10 years, Pepsi will not be hosting the Super Bowl Halftime Show. Instead, the beverage brand has created a new campaign centered around its planned commercial during the big game. The spot will focus on its Pepsi Zero Sugar offering, which has a newly reformulated and “more refreshing” taste. So far, there are few details on the creative content of the ad. However, we do know consumers will be able to win 10 million Pepsi Zero Sugar drinks by texting “FREE PEPSI” throughout the playoffs or “FREE ZERO” during the Super Bowl.

Many of Pepsi’s recent campaigns have centered around the taste of their products. Other recent Pepsi Zero Sugar ads have angled it as a healthier choice that doesn’t compromise on taste, and as a drink designed to taste better with food. The brand also introduced a nitro-infused soda directed at younger consumers. Learn more about potential directions for their Super Bowl ad here: https://www.marketingdive.com/news/pepsi-super-bowl-commercial-zero-sugar-reformulation/640366/

Breaking Bad Is Back

Frito-Lay snack brand PopCorners is cooking up a viral Super Bowl ad by referencing one of TV’s most beloved shows. The teaser for their upcoming commercial features actor Aaron Paul and a clear reference to a famous “Breaking Bad” episode, complete with lawn chairs in the desert and the iconic RV-turned-meth lab. The show’s other star, Bryan Cranston, has teased that he will appear in the ad, as well.

Though “Breaking Bad” wrapped 10 years ago, the show lives on through streaming and still carries a legion of fans. Though celebrity appearances are abundant during Super Bowl commercials, reuniting this fan-favorite duo is likely to earn PopCorners one of the most highly anticipated spots. Check out the teaser here: https://www.forbes.com/sites/erikkain/2023/01/19/jesse-pinkman-and-walter-white-return-for-breaking-bad-super-bowl-commercial/?sh=1c13fe9445ec

Avocados from Mexico Partners with Pantone

Ahead of its annual Super Bowl commercial, Avocados from Mexico partnered with Pantone to create its own signature brand color. The brand used the “vibrant yellow-green” color to inspire a coordinating line of home décor, including throw pillows, serving trays, and other assorted kitchen ware. Avocado fans can enter to win the full Avocado Glow collection on the brand’s website.

The collection and the upcoming commercial both center on Avocados from Mexico’s hashtag #MakeItBetter and their overall mission to make life better. In addition to the new Pantone color, the company also worked with a sonic branding agency to create a branded sound that plays in the background of all digital elements. Dig into more details about the brand’s new multi-sensory approach here: https://www.marketingdive.com/news/avocados-from-mexico-Pantone-super-bowl-watch-party/640744/