We were tasked with launching the new Bud Light Seltzer to a Gen-Z audience. The goal was to create a digital experience that felt as refreshing and vibrant as the product itself.
The Strategy
Despite triple digit growth with Bon & Viv, Anheuser-Busch had fallen behind in the seltzer category. To compensate, they threw all their brewing power and their biggest brand into the category to create...
Bud Light Seltzer: An easy-drinking hard seltzer with a hint of delicious fruit flavor. We make spiked seltzer the same way we make beer - with a superior process made to deliver refreshing taste.
Full Flavored Imagery
Bud Light Seltzer entered the market as a challenger brand. Recognizing the parent brand, Bud Light lacked cultural texture or relevance to diverse young adults, they sought to flip the script with a targeted regional launch in Dallas—a city rich in cultural identity, music, art, and entrepreneurial energy. First step was casting and producing a vibrant, multicultural photoshoot in Dallas, Texas.
Core Messaging
We all have a unique flavor that we bring to the world. It should be championed and unapologetic. Now more than ever, being yourself is encouraged. Every interaction needs some flavor. Why not bring yours?
