Rising stink over Peyton Manning’s beer quips
Post-game, the winning QB lets out that he is thirsting for a Bud Light
February 9, 2016
It’s not hard to believe Peyton Manning might want to celebrate winning the Super Bowl for a second time with a beer.
But when he told CBS’s Tracy Wolfson in a postgame interview Sunday night that he was going to “drink a lot of Budweiser” after the victory, it sounded a little odd.
The product placement bells went off a bit later, when he insisted during the postgame trophy presentation that he was wondering, “how soon I can get a Bud Light in my mouth.”
Manning, you see, is part-owner of a pair of Anheuser-Busch distributors. That had people on social media calling foul, decrying the company’s free advertising and Manning’s lack of transparency about his ownership.
Further, Manning gave some free TV time to Papa John’s founder John Schnatter, hugging him after the game. Manning is paid to do ads for Papa John’s and he also owns 32 of the pizza delivery franchises.
A 30-second ad in the Super Bowl on CBS cost a reported $5 million, so Manning’s shout-outs were arguable worth millions of dollars in free advertising.
Does it matter in the bigger picture? Perhaps, argues Jeffrey Greenbaum, managing partner at Frankfurt Kurnit, who specializes in advertising law.
He tells Media Life that the Federal Trade Commission may not look kindly on Manning’s behavior.
“Transparency in advertising is a top priority at the FTC right now,” Greenbaum says.
“Marketers must ensure that if a celebrity is speaking on the brand’s behalf, or if the celebrity has another connection to the brand, that the celebrity disclose that information, so that consumers can judge the celebrity’s statements in context.”
“Even if a marketer doesn’t require the celebrity to make a statement, if the celebrity has a relationship with the company, that relationship should ordinarily be disclosed.”
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