Mon 17 Aug 2009
A-B InBev brews up more ads for Bud Light
Posted by Mike Bawden under Advertising, Much Ado About Marketing
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On Friday, The Wall Street Journal reported that Anheuser-Busch InBev NV is trying to reverse a slide in market share for Bud Light by ginning up another 15 ads for the brand. All this in response to the first drop in market share for Bud’s younger sibling in over 25 years.
The ads are set to break when the NFL football season kicks off. The ads will continue to make people laugh, concentrating on bringing back the humor associated with the brand over the past generation. What does this mean for the often-lame “Drinkability” campaign? According to the article, it sounds like DDB is planning on sticking with the theme but will freshen things up a bit.
The ads will refine the company’s “Drinkability” campaign — which sought to persuade drinkers that Bud Light is neither too heavy nor too light in taste — that began last year and has struggled to gain traction.
Some creative executives at Omnicom Group‘s DDB Worldwide, an ad agency working on Bud Light, struggled with the “Drinkability” strategy while creating this year’s Super Bowl commercials, finding it difficult to fit in the “Drinkability” message without sacrificing humor, according to a person familiar with the matter.
So, don’t plan on the return of Spuds McKenzie – but for those of you who are jonesing for some classic Bud Light moments, check out this link.
