This year’s Super Bowl featured a story that captivated the entire country; the first time two brothers have played against each other in the big game. At the center of it all, their mother Donna, a woman with the easiest Super Bowl ever to enjoy. Through the rising fame Donna remained laser focused on one thing and one thing only, sharing love for her sons. She surprised them during interviews, baked them homemade cookies, & even made a custom jacket supporting both teams. America fell in love & wanted to see more of her heartwarming family relationship. We wanted to give her more opportunities to share love for her sons with marquee placements across digital, PR & in each Super Bowl city with special messages to rally fans and a promise of beer on us to celebrate a victory.

As one of the leading sponsors of the NFL and the Super Bowl, we wanted to help share Donna's feel good story with the entire country. The joy and pride Donna had in her sons related everyone to their own mother, and was what made her so magnetic. We wanted to keep that authenticity and thoughtfulness in co-collaborated executions with Donna. Our executions focused on simple, personal ways she could show her love for her sons and make the Super Bowl easier to enjoy for all fans, the core tenet of our new creative positioning. From hand-written out of home messages, to an appearance on the nation's top morning show, to her triumphant appearance leading the championship celebration in Kansas City for all fans with a Bud Light in hand.

Bud Light has long been dominant in the Super Bowl, entertaining fans for 40 years with some of the event's most classic commercials. In 2023, competition was at its toughest with 60 plus advertisers, including for the first time in 33 years, other alcohol brands. We knew we had to think different about how to break through as we launched our new creative platform around "easy enjoyment". It was no longer enough to rely solely on our commercial and mass of sponsorships to show up for fans. We needed to resonate at a human level with everyone excited for the game, from die hard fans to those just watching the Rihanna halftime show. As Donna's story began to take shape and become universally loved, we recognized how much she embodied the new direction of our brand, and the power of the opportunity to spread that spirit to all fans.

Donna began garnering fan excitement right after the final whistle of the AFC/NFL championship game and fans recognized her unique position as the first mom to have two sons play in the game. America's love for her rang to a fever pitch during Super Bowl media night, February 6th, as she related to everyone's mother by surprising both of her sons with homemade cookies during their interviews. We moved quickly to partner with her and amplify her feel good story, publicly announcing we had teamed up with her the morning of February 9th on the country's top morning show and sharing her story with upwards of 15 million people by the weekend through organic & paid social, and targeted digital out of home in the Super Bowl cities. By the end of the Super Bowl we had shared her story with 1.1 billion through extensive media coverage and social conversation.

1.1 billion impressions generated across PR and Digital

176k total program social mentions amplifying Donna Kelce partnership

#1 most talked about brand on social media

99% consumer sentiment