Starting with the image of a Dalmatian puppy staring into the distance and panning out to iconic Clydesdales pulling a cart, this advertisement looked every bit the standard Budweiser commercial. Set to the the tune of Bob Dylan’s classic song “Blowin’ in the Wind,” the commercial has an air of nostalgia for the old brewing company. As the camera angle widens, multiple, mammoth wind turbines begin to appear in the distance among the mountain backdrop. The combination of sentimentality and modernity sends an important message to consumers: the huge company of Anheuser-Busch now uses renewable energy to brew Budweiser.
Holding the Super Bowl’s sole alcohol marketing slots (a 30 second commercial block during Super Bowl carries a hefty $5 million dollar price tag), Anheuser-Busch procured a total of 5 minutes and 45 seconds of commercial air time for its multiple brands. A significant day for marketing and delivering new concepts and products into viewers homes, Anheuser-Busch used the highly visible Super Bowl platform to bring to the forefront the idea of using sustainable energy. In 2017, Anheuser-Busch announced Budweiser brewing would be powered by 100% wind-generated electricity. They are the first major brewing company to do so. According to nawindpower.com, to prove their commitment to sustainability, Anheuser-Busch powered the city of Atlanta with 100% renewable energy for 6 days during Super Bowl week. Anheuser-Busch is bringing the importance of this matter, and their long term plan, into Americans’ homes on the most viewed television day of the year. By drinking their product, @Budweiser is helping the country to #chooserenewables.