Bud Light is kicking off football season with a ’90s throwback twist, and a grill that does it all.
The brewer has partnered with Traeger Grills to create the Traegerator, a keg-meets-grill contraption complete with built-in speakers and Bud Light branding. To promote it, the two brands dropped a nostalgia-fueled infomercial starring NFL stars George Kittle (49ers) and Baker Mayfield (Buccaneers).
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The 90-second spot riffs on over-the-top ’90s TV ads, with the players dreaming up the ultimate tailgate machine before the Traegerator appears out of a hazy cloud, jingle, dance moves, and all.
Here’s the clever part: the NFL bars active players from directly endorsing alcohol. But since the Traegerator itself (and not the beer) is the star, Bud Light gets to feature Kittle and Mayfield without breaking league rules. They never touch the beer, just the branded grill.
Fans can enter to win a tailgate with the Traegerator by commenting on Bud Light’s dedicated Instagram post using #Traegerator and #Sweepstakes.
It’s not the first time a beer brand has used a novelty product as a workaround. Coors Light tapped Patrick Mahomes to promote a branded flashlight, while also burying a time capsule ad to be unveiled when he’s allowed to directly endorse the brand. For Bud Light, the timing is perfect: college and pro football seasons are back, and tailgate culture is heating up.
With the Traegerator grill, keg, and speakers in one, Bud Light is doubling down on its tailgating-first marketing strategy, following recent campaigns with Peyton Manning and comedian Shane Gillis.
