"Bud Light is getting fired up for tailgate season through a partnership with Traeger Grills to create the Traegerator, a keg-meets-grill machine complete with built-in speakers, according to a press release. To promote the novelty item, the two brands released an infomercial-style social video spot starring Bud Light brand partners George Kittle, tight end for the San Francisco 49ers, and Baker Mayfield, quarterback for the Tampa Bay Buccaneers."
"Making the Traegerator the focus of the ad, rather than Bud Light itself, provides the Anheuser-Busch InBev brand a unique loophole to work with active NFL players. The NFL bars active players from directly endorsing alcohol. Despite being covered in Bud Light branding, the grill is the focus, and Kittle and Mayfield never touch or interact with beer during the infomercial."
"Beyond the spot, Bud Light is encouraging consumers to comment on a dedicated Instagram post with the hashtags #Traegerator and #Sweepstakes for the chance to win a tailgate with the Traegerator. Novelty products are another way beer brands can get around the league's restrictions. In kind, Coors Light, owned by Molson Coors, had Kansas City Chiefs Quarterback Patrick Mahomes promote a branded flashlight in a play on the brand's name."
Bud Light partnered with Traeger Grills to create the Traegerator, a keg-meets-grill machine with built-in speakers and a top resembling a Bud Light can. The partners released a 90-second infomercial-style social video starring George Kittle and Baker Mayfield, featuring a '90s infomercial vibe, a jingle, dancing, and demonstrations of the machine's features. Positioning the Traegerator as the ad's focus allows active NFL players to appear despite league rules that bar direct alcohol endorsements; the players do not touch or interact with beer in the spot. Bud Light is running an Instagram sweepstakes using #Traegerator and #Sweepstakes to win a Traegerator tailgate, and other beer brands have used similar novelty-item tactics with active players.
Read at Social Media Today
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