Bud Light: Dilly Dilly

Bud Light, the beer owned by Anheuser-Busch InBev, increased consideration and positive sentiment surrounding the brand in the US by launching a set of humorous medieval ads.

Campaign details

Advertiser: Anheuser-Busch InBevBrand: Bud LightAgency: Wieden & Kennedy New YorkCountry: United States

Objectives

The goal of our campaign was two fold: get people talking positively about Bud Light again in the cultural conversation, and increase key sales indicators.

Positive shifts in brand consideration and penetration

  • Consideration was at -3% in Aug '17 (1)
  • Penetration was at -4.5% in Aug '17 (1)

Positive shifts in key brand imagery metrics

  • Worth was at -2% in Aug '17 (1)
  • High Quality Brand was at -2.7% in Aug '17(1)

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