This Bud Light’s blue UX

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

How far will a brand go to attract attention? Bud Light, the Anheuser-Busch-owned beer, took its experiential marketing to new heights – and hues – in September 2014, when it literally painted an entire Colorado town Bud Light blue for an exclusive three-day party.

The event marked the first-year climax of a campaign that kicked off with a Super Bowl spot introducing Bud Light's new "Up For Whatever" pitch to younger consumers. The decision to reposition the venerable brand – introduced as Budweiser Light in 1982 – was a reaction to the aging of its customer base and the shift...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands