Quick Stats

Quick Stats

    You are here

    Bud Light to Focus on "Drinkability"

    The brand's advertisements will take a new direction, leaving behind the humor it has employed for years.

    ST. LOUIS -- A major change in Bud Light advertising begins this weekend, as the punch-line humor it has used for years in advertisements will be replaced with a more “hard sell” approach, the Chicago Sun Times reported.

    Anheuser-Busch’s new approach for the brand is similar to the way MillerCoors successfully sold and grown the Coors Light brand by harping on a cold refreshment theme, the paper reported.

    Bud Light's $48 million campaign will focus on "drinkability," according to the report. Anheuser-Busch marketing head Bob Lachky reached out to the brand’s lead ad agency, DDB/Chicago, as well as Euro RSCG/Chicago to participate in this new drinkability campaign, the report stated. One of the spots from Euro RSCG focuses on differentiation, while one DDB spot uses line drawings to define the “drinkability” theme.

    • About

    Related Content

    Related Content