The 45-second spot, which uses the tagline “Zero in the way of possibility,” is meant to position the zero-carb brew as one that “doesn't weigh you down,” as described recently by Benoit Garbe, U.S. chief marketing officer for Anheuser-Busch InBev.
Bud Light is also in the game with a spot released last week for its new Bud Light Seltzer Hard Soda line extension—part of AB InBev’s six-ad Super Bowl buy.
Bud Light Next, which has 80 calories and 4% alcohol by volume, is hitting the market after 10 years of development, said Andy Goeler, VP of marketing Bud Light. “Getting carbs out of beer … is quite a feat,” he said. The brew targets drinkers ages 21 to 27.
“It was very apparent that this 21-to-27-year-old consumer is very unique and different than other past generations,” Goeler said. “The thing that resonated with us a lot is this concept of them not wanting to be boxed in,” he said, suggesting they hop from one social activity to the next.
The ad attempts to zero in on that message. It strays from the humorous tone that Bud Light normally uses for the Super Bowl—remember Dilly Dilly?—and into more of a lifestyle space.
How successful the approach remains to be seen, especially as Bud Light Next tries to carve out market share from a host of competing options—everything from canned cocktails and hard seltzers to cannabis.
AB InBev sees the NFT drop—meant to commemorate Bud Light Next’s birth as a brand—as one way to gain notice and capture loyalty. “We want people to own a digital piece of brand history,” said Corey Brown, Bud Light’s senior director for digital. He also suggested that NFT holders will get special benefits, such as invitations to experiences, which he did not specify.
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