Bud Light

Campaign, 2000-1, for Bud Light in Ontario. Brand had been available there for 8 years, but remained obscure and without active support.

WINNER: PACKAGED GOODS BEVERAGE SILVER

Bud Light

Executive Summary

You've heard of Bud Light right? Of course. It's that big U.S. brand, but it's light, and it's American. Why would I ever drink it in Canada? That was pretty much the situation for Bud Light in 1999. If you asked anyone in Canada if they had heard of Bud Light, the answer was yes. If you asked them if they had ever tried Bud Light, the answer was no.[1]

Labatt and Molson annually invest millions in marketing, with success and failure measured in tenths of share points. Ontario is...

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