The secrets to Super Bowl success with Michelob ULTRA's Ricardo Marques

Feb 7, 2024

In this episode of the Uncensored CMO, Ricardo Marques, VP of Marketing for Michelob ULTRA, shares his insights on Super Bowl advertising. He discusses the significance of the Super Bowl for advertisers, Michelob's Super Bowl history, and reveals details about their 2024 Super Bowl ad featuring Leo Messi. Ricardo also talks about the creative process, evaluating the worth of a Super Bowl ad, and the involvement of distributors in the process.

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Introduction

00:00 • 2min

The Significance of Super Bowl Ads

02:19 • 12min

The Super Bowl ad featuring Lionel Messi and Jason Sudeikis

13:56 • 2min

Creating a Super Bowl Sunday campaign

16:07 • 16min

Exploring Technology and Storytelling in Sports Entertainment

32:21 • 6min

Innovative Technology Brings Basketball Commentary to Visually Impaired Sports Journalist

38:16 • 9min

Watching the Steve Poll and Supporting a Team

47:33 • 2min

Today we’re diving deep into the high-stakes world of Super Bowl advertising with a very special guest—Ricardo Marques, the VP of Marketing for Michelob ULTRA. Ricardo, a veteran with 19 years at AB Inbev and the marketing maestro behind Michelob ULTRA's growth. He is here to share his playbook on how to score big during the most anticipated advertising event on American television.

In this episode we get an exclusive look at how Michelob ULTRA prepares for the Super Bowl. Ricardo breaks down the importance of the Super Bowl as a platform, not just for audience reach but for creating conversations and excitement around the brand.

But is Super Bowl advertising really worth the investment? Ricardo weighs in on the multifaceted approach to this question, assessing the creative, the conversion, and the long game of brand relevance. Key performance indicators, the intricate balance of novelty versus authenticity, and the seismic impact of this year's Super Bowl on Michelob ULTRA's growth trajectory are all on the table.

Timestamps

00:00 - Intro
00:55 - Why the Super Bowl is such a landmark event for advertisers
03:07 - Ricardo’s background
03:56 - The best advertisers in Super Bowl history
05:05 - Michelob’s Super Bowl history
06:03 - Launch before game day, or on the day?
07:23 - Michelob’s Ad for 2024
10:04 - Is a Super Bowl ad worth $7m?
11:09 - KPIs for a successful Super Bowl Ad
11:48 - How involved are distributors in the process
12:50 - The 2024 Michelob ULTRA Super Bowl Ad with Leo Messi
16:14 - The briefing process for a Super Bowl ad
17:25 - Brand positioning for a more premium beer
18:39 - The core ingredients for a successful ad
21:02 - The impact of celebrities in ads
22:46 - Advice for people making their first big budget campaign
27:26 - Selling in the campaign internally
28:52 - Tying campaigns into global events
31:25 - Using AI in activations
33:57 - McEnroe vs McEnroe
36:35 - Lap Against the Legends
38:14 - Blind man commentating on NBA game
41:45 - How has the brand performed from the campaigns
42:38 - The secret to sustained success as a marketer
47:29 - Who is Ricardo supporting for the Super Bowl?