Bud Light Seltzer hopes that Guy Fieri, a Super Bowl advertisement starring the celebrity chef Guy Fieri, will increase sales in a highly competitive drinks category.

According to the brand, the commercial will be Fieri’s debut Super Bowl advertisement appearance. It plays on Fieri’s catchphrase, “Welcome To Flavortown”.

Bud Light Seltzer Hard Soda is a great match, as it tastes good. Anheuser-Busch InBevIt doesn’t have sugar or caffeine, but it does contain “the loudest flavours ever.” A commercial depicts partygoers opening a refrigerator that leads them to “Land of Loud Flavors” where Fieri is mayor.

Andy Goeler vice president marketing at Bud Light, stated, “These launches are huge, so being able to have the Super Bowl platform like Guy Fieri with a product as that and Guy Fieri…is really special for us.” Bud Light is celebrating its 40th anniversary at the Super Bowl.

Super Bowl advertisements are often used to promote new products by businesses. Despite the fact that National Football League viewers declined in 2017, advertisers still struggle to find events with similar audiences.

Bud Light Seltzer Hard Soda launched its new variety pack in January with citrus, orange, cherry and cola flavours. This is the second Bud Light Seltzer product, having been launched around two years ago.

NBC will charge as high as $6.5 Million for 30 second spots to promote this year’s NFL championship.

Bud Light Seltzer may find the price premium worth it. After many years of explosive growth, sales of hard seltzer have fallen off the charts, which is a major blow for certain companies.

True owner Boston BeerFor example, a company called ‘Stock Value Cut in Half’ over the last 12 months after its optimistic projections of hard seltzer sales failed to materialize. Euromonitor International projects that hard seltzer sales in the United States will increase by 35.1% between 2020 and 2021, compared to a 64.1% rise in 2020 and 126.5% for 2019.

Growth has slowed and competition has increased, which means that seltzer companies are in an intense battle to gain market share. J.P. Morgan believes that Bud Light Seltzer has a declining share of the hard-seltzer market, with a decrease in sales from 4.1% to 8.2% during the period ending Dec. 4, compared to the previous year.

MKM Partners Analyst Bill Kirk stated in a note that he expects Bud Light Seltzer to be rediscovered. Constellation Brands“Corona Seltzer”, will be pulled off the markets in 2022.

Bud Light Seltzer remains the market leader despite its decreasing share. The No. 3 market seltzer, behind only White Claw (and Truly) AB InBev’s other seltzer brands Bon V!v (hard) and Natural Light Seltzer (lighter) have a lower share of this market.

Goeler stated that they are investing in Super Bowl ads for new products. It is a significant commitment. We believe it. It will be a major part of our portfolio.

Bud Light’s parent company plans to air Super Bowl ads for other brands. Bud Light Next, the new zero-carb beer from Bud Light, will debut its first commercial after it was launched recently. Budweiser, the longstanding Super Bowl favorite will make a comeback after being absent last year. Super Bowl advertisements will be shown by Cutwater Spirits as well as Michelob Ultra.

AB InBev’s shares are flat in the past twelve months. It has a market worth of $109 Billion.

Disclosure: ComcastNBCUniversal is the parent company to CNBC.