When in doubt, take a shot a craft beer. That seems to be Anheuser Busch’s mentality in the latest advertising spots for Bud Light.
In the upcoming TV spots, if you are overwhelmed by craft beer’s extensive and “unusual” concoctions, Bud Light will be waiting, with its four ingredients – water, rice, barley and hops. No need to look for fruit, spices or even lobster here.
The new TV promos titled “Bottle” and “Complex” will air on August 10th during the Denver Broncos and Chicago Bears preseason game. The push promotes Bud Light as “America’s Light Lager.”
This latest marketing approach comes as big brand light beers like Bud Light are in decline. According to Beer Marketer’s Insights, Bud Light was down 8.4% for 12 weeks thru July 16 in IRI multi-outlet and convenience in a Q2 conference call. Despite the downturn, the company states the beer is considered an “underdog” in beer circles, yet A-B states 20,000 Bud Lights are sold every minute, every day of the year.
This may not be the Peach Pumpkin Ale brouhaha of the Super Bowl in 2015, but it’s still interesting to see a company that spends over a billion dollars acquiring craft breweries take a shot at the beers they create.
These spots, and other creative content focus on the quality and simplicity Bud Light delivers with its four essential ingredients. The new creative takes consumers to the heart of the brewing process, showing how Bud Light takes the time to make sure every beer goes down smooth and crisp, so it can be shared and enjoyed among friends.
Despite declining volume this summer, Bud Light is still the number #1 beer sold in America, followed by Coors Light.