On the heels of a new national advertising campaign, Bud Light will continue to invest behind its defining product attribute – drinkability – with the introduction of new packaging set to hit shelves during the first quarter of 2009.
In March, Bud Light bottles, cans, secondary packaging and point-of-sale materials will include the words “superior drinkability” along with new coloring and design elements that work in concert to communicate Bud Light’s distinct difference from the other light beers at retail, in advertising and other consumer marketing initiatives.
While its packaging changes, Bud Light will remain the same beer – great tasting and brewed with the same high-quality ingredients and brewing process.
“Bud Light’s new look will reflect the key attributes of the brand we are touting in all our marketing – drinkability and refreshment,” said Keith Levy, vice president of Marketing, Anheuser-Busch. “Drinkability offers a unique way to express a range of product benefits through a single term. It’s that just right taste – not too heavy or light – that sets Bud Light apart from other light beers.”
As a reflection of the brand’s appeal to a diverse group of beer drinkers, Bud Light’s new secondary packaging will include a Spanish language version in key Latino markets featuring the tagline “Tomabilidad Superior” (superior drinkability). In addition, Bud Light will continue to use the applied plastic label on its bottles that the brand introduced in 2004 as its replacement for paper labels.
The best selling beer in the United States, Bud Light continues to grow and remains twice the size of its two largest competitors in the light beer category (Source: IRI, Nov. 9). The new marketing push comes on the heels of a highly successful launch for Bud Light Lime, the year’s top new product introduction in grocery and convenience stores. This spring, Bud Light Lime will be available in 12-ounce aluminum cans.
