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NEW YORK — "The Bud Light Party" stepped onto the national stage Friday with a mission to unite modern beer drinkers. It is the first campaign to bring to life Bud Light's new "Raise One to Right Now" tagline, designed to provide a unique and light-hearted Bud Light perspective on timely cultural moments, including the upcoming Super Bowl 50.
As the United States prepares for the upcoming presidential election, debates can get heated and "unfriending" is at an all-time high. The Bud Light Party offers something everyone can agree on: a party that invites everyone, knows how to party and isn't a political party at all.
The humor-based campaign stars comedic duo Amy Schumer and Seth Rogen, the faces of The Bud Light Party. Starting with a Super Bowl ad and continuing in national broadcast and digital creative throughout 2016, Schumer and Rogen will rally beer drinkers to put their differences aside and agree to agree on Bud Light.
"This is more than just a Super Bowl ad," stated Bud Light Vice President Alexander Lambrecht. "It's a completely new communication of what Bud Light stands for — inclusivity, positivity and fun. The Bud Light Party allows our brand to live in the right now."
The campaign is part of a larger effort to evolve the way Bud Light looks, acts and connects with modern consumers.
"Bud Light occupies such a unique place in American culture. We embraced the opportunity to work together on connecting the brand to beer drinkers in a way that's definitely uncharted, but still very true to the brand," stated Karl Lieberman, executive creative director of advertising firm Wieden+Kennedy New York. "With 'Raise One to Right Now,' Bud Light opens up real conversations with beer drinkers about the things that matter to them most."
In December, the Bud Light brand announced plans to roll out a bold new look in the spring. The redesign is the first major overhaul of Bud Light's visual identity in eight years and includes a reimagined Bud Light logo and contemporized primary and secondary packaging. The new bottle design will be featured prominently throughout The Bud Light Party campaign.