This month, Anheuser-Busch InBev hosted a dozen or so reporters at its airy New York office to discuss its advertising plans for the Super Bowl.
Company-branded folders labeled "Media Briefing" were distributed. A news release detailed the four beer labels that would be featured in commercials during the game, on Feb. 5, with instructions to keep the information under wraps until the next morning. Also included: a brochure outlining "fun facts" for each brand — Bud Light, Michelob Ultra, Budweiser and Busch — and a business card with a website and email address for "all of your A-B Super Bowl needs."
Absent from the event, which included an hourlong presentation from the company's United States marketing head: the commercials themselves. Three of the four, the company said, were slated for online release in the lead-up to the big game.