Anheuser Busch: Bud Light up for whatever introduction

This case study describes how Anheuser Busch maintained leadership in the light beer category reinvigorating the demand for Bud Light amongst the new generation of millennials.

Anheuser Busch: Bud Light up for whatever introduction

Energy BBDO

What were the objectives for the creative work?

Light beer was the quintessential alcoholic beverage for past generations of young (21-27-year-old) drinkers in America. But the segment was in decline, due to changing consumer attitudes and increased competition. For one, the new generation of drinkers, Millennials, were more experimental, incorporating many different alcoholic beverages and types of beer into their repertoire; all beer, let alone light beer, wasn't as dominant a part of their mix, and they were less loyal to any one brand.1Secondly, craft beer was increasingly...

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