Since 2001, Bud Light has held its position as America's quintessential and top-selling beer. Yet, in 2023, a decline in sales led to losing ground to the competitor Modelo. This shift came amidst backlash triggered by a transgender influencer partnership introduced in April, coinciding with March Madness. For over a decade, Bud Light had championed displays and merchandise promoting LGBTQ+ causes, standing in solidarity with marginalized communities. Through its beer, Bud Light fosters unity while prioritizing inclusivity across the board.
CHALLENGE
Regain 12% market share, currently 8.9%​
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Win back and retain core
audience
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Conservative, white millennial males
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Engage LGBT+ audience, post backlash
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marketing objective
KPIs for success:
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Brand lift for product perception
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Positive social media engagement
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Increase sales during activation
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Generate ROI
brand
VALUE
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Inclusivity, American Heritage, Fun, Easygoing
IDENTITY
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Patriotic, Youthful, Masculine, Heritage
MESSAGE
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Because celebration is universal
assess
PRIMARY RESEARCH
76% of LGBTQ+ have a more favorable perception of companies that sponsor community organizations and events.
59% of consumers are inclined to increase their purchases from brands that initiate campaigns targeted at diverse communities.
SECONDARY RESEARCH
Consumers were engaged with the brand; however, there was a need to rebuild trust.
Audience interaction with the brand on social media showed a decrease or negative trend.
AUDIENCE PERSONA
Casual, social drinkers who are at the center of a good time​
Chooses Bud Light for its light taste and wide availability
Regardless of the sport, nationality, or favorite athlete, consumers unite to support their favorite teams
ARCHITECT
ACTIVATE
Coast-to-coast, All-American Lounge:
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2 major cities
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Active during major sporting events
Consumer Benefit:
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Physically reinforce brand values and the feeling of community
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Postitive memorable interaction
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Budget
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$600K
Campaign Flight:
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12 months, seasonal
Campaign Success: ​
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Customer acquisition
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% Sales Lift
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Customer sentiment
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Incremental Revenue
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All-American lounge
Both locations are rebranded using Bud Light's brand identity guidelines. Similar to the 2D/digital executions, the tagline “Because celebration is universal!” will be in various locations at the venues such as entry, event signage, and t.v. screens.
Local individuals in each city who represent the diverse tapestry of America will be featured throughout the lounges.
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A collaborative mural will be present that allows attendees to express their individuality in a way that connects with the brand. This will be posted across social channels and incorporated into time-based marketing.
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Campaign Executions
2D, DIGITAL
TIMEBASED / TIKTOK
TIMEBASED SCRIPT
Ad opens on a split screen of two sports fans getting ready for game day.
VO:
Favorite team jersey? Check.
Game day snacks? Check.
The split screen dissolves and we see both fans clinking a beer watching different games on screen at the same bar.
VO:
America’s favorite beer? Check.
Enjoy this Olympics season with Bud Light.