Just when Big Beer's corn syrup war seemingly could not get any sillier, along comes this news: Coors Light today announced the "first smart beer tap fueled by Bud Light negativity." Installed at bars in New York, Philadelphia, Dallas, Omaha and Las Vegas, the tap handles will light up whenever Bud Light attacks Coors Light. The gadget works by monitoring Bud Light social media handles in real time, according to a press release. Coors Light also says in some bars it will buy a round of beer every time a Bud Light ad appears on TV screens. DDB is involved in the program.
The battle began when Bud Light ran Super Bowl ads mocking Miller Lite and Coors Light for using corn syrup in their brewing. In recent days MillerCoors used its corporate blog to boast about sales results from Nielsen showing Bud Light down 8.8 percent in the four-week period since the Super Bowl. AB InBev has defended the campaign by saying it is simply making a call for ingredient transparency.
In a statement Wednesday, AB InBev said: "Free beer is great, but what's even better is knowing what goes into your beer. So, we are going to continue talking about our ingredients and what we leave out because consumers told us transparency is important."
For more on the war, check out our latest Marketer's Brief podcast.