Bud Light Living
Situation analysis
Overall assessment
In the very competitive beer category, identity and relevance are critical to a beer brand. While Bud Light has always been competitive, they hadn't established a clear brand purpose or developed a strong connection with consumers. In fact, over the years Bud Light has had multiple short-lived campaigns in Canada but couldn't establish any real consistency, as a result limiting the brand's true growth potential. It was time for Bud Light to re-establish itself and take a leadership role in redefining its identity and the category in...