--- title: Budweiser Clydesdales: the Super Bowl tradition that's run for nearly 40 years | RGM® url: https://realgrowthmatters.com/learn/case-studies/budweiser-super-bowl-ad-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/budweiser-super-bowl-ad-campaign/ --- - **Story:** Budweiser featured Clydesdale horses in Super Bowl advertising annually from 1986+. 8-horse team pulling Budweiser wagon. Notable ads include 'Brotherhood' (2013), 'Born the Hard Way' (2017). Multiple USA Today Ad Meter wins. Nearly 40 years of consistent Super Bowl ad tradition. - **Why it matters:** Budweiser Clydesdales is canonical iconic Super Bowl ad tradition case — demonstrating multi-decade brand symbol traditions compound emotional brand association. - **Takeaway:** Multi-decade brand symbol traditions compound emotional brand association. - **Takeaway:** Brand heritage stories provide authentic narrative material. - **Takeaway:** Super Bowl advertising tradition produces compounding cultural recognition. ## Budweiser Clydesdales Super Bowl — the four-step story S Situation Situation Budweiser had Clydesdale horses as brand element since 1933 (gift to August Busch Jr. on Prohibition repeal). Super Bowl advertising was becoming category-defining marketing moment in 1980s. T Task Task Build sustained Super Bowl advertising tradition around Clydesdale brand symbol. A Action Action 1986 first major Super Bowl Clydesdale ad. Annual Super Bowl Clydesdale ads through 2024+ with various narrative themes. Notable: 'Brotherhood' (2013), 'Born the Hard Way' (2017), 9/11 tribute (2002). R Result Result Nearly 40 years of Super Bowl tradition. Multiple Ad Meter wins. Iconic brand symbol. Significant cultural recognition. Among most-influential Super Bowl ad traditions ever. ## Budweiser Clydesdales by the numbers 0 First major Clydesdale Super Bowl ad Annual tradition begins Source: Budweiser history 0+ Years of tradition Nearly 40 years Source: Annual campaign 0 Horses in team Standard Clydesdale wagon Source: Brand element 0 Clydesdales original gift August Busch Jr. on Prohibition repeal Source: Budweiser history 0 Ad Meter wins USA Today consumer rankings Source: Industry recognition 0 Brand symbol status Cultural recognition Source: Cultural impact #### Quick facts BrandBudweiser (Anheuser-Busch InBev) TraditionClydesdale horses in Super Bowl ads Annual since1986 Clydesdale team8-horse team pulling Budweiser wagon Famous ads'Brotherhood' (2013), 'Born the Hard Way' (2017), many others Strategic roleBrand heritage + emotional storytelling Industry recognitionMultiple USA Today Ad Meter wins **Honest note** Budweiser Clydesdales Super Bowl tradition is widely documented. The case is included as canonical iconic Super Bowl ad tradition reference. ## The annual Super Bowl tradition Budweiser featured Clydesdale horses in Super Bowl advertising annually from 1986 onwards. The 8-horse team pulling Budweiser wagon embodies brand heritage (Clydesdales were gift from August Busch Jr. on Prohibition repeal 1933) and provides emotional storytelling vehicle. Notable Clydesdale Super Bowl ads: 'Brotherhood' (2013) depicting horse remembering trainer; 'Born the Hard Way' (2017) telling Anheuser-Busch immigration story; multiple Adolphus Busch heritage ads; emotional 9/11 tribute ad (2002). Multiple ads have won USA Today Ad Meter (consumer ranking) in their respective years. ## How RGM thinks about iconic Super Bowl traditions When clients ask about Super Bowl advertising or about brand heritage stories, the Budweiser Clydesdales case is canonical reference. The lessons: multi-decade brand symbol traditions compound emotional brand association; brand heritage stories provide authentic narrative material; and Super Bowl advertising tradition produces compounding cultural recognition. ## Frequently asked questions How long has Budweiser used Clydesdales in Super Bowl? Annually since 1986 - nearly 40 years of Super Bowl ad tradition. One of the longest-running Super Bowl advertising traditions in history. Multiple Ad Meter wins. What's the Brotherhood ad? 2013 Budweiser Clydesdales Super Bowl ad depicting a Clydesdale remembering its human trainer years after horse was sold to Budweiser team. Emotional storytelling that won that year's USA Today Ad Meter. Often cited as among best Super Bowl ads ever. ### Sources & references - [AB InBev investor disclosures](https://www.ab-inbev.com/investors/) — AB InBev annual reports. ## Related [#### All case studies Full library.](/learn/case-studies/)[#### Bud Light Mulvaney Adjacent AB InBev case.](/learn/case-studies/bud-light-dylan-mulvaney-2023-cautionary/)[#### Super Bowl ads Adjacent Super Bowl case.](/learn/case-studies/super-bowl-advertising-economics-strategy/)