Bud Light to Focus on "Drinkability"

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Bud Light to Focus on "Drinkability"

10/05/2008
ST. LOUIS -- A major change in Bud Light advertising begins this weekend, as the punch-line humor it has used for years in advertisements will be replaced with a more “hard sell” approach, the Chicago Sun Times reported.

Anheuser-Busch’s new approach for the brand is similar to the way MillerCoors successfully sold and grown the Coors Light brand by harping on a cold refreshment theme, the paper reported.

Bud Light's $48 million campaign will focus on "drinkability," according to the report. Anheuser-Busch marketing head Bob Lachky reached out to the brand’s lead ad agency, DDB/Chicago, as well as Euro RSCG/Chicago to participate in this new drinkability campaign, the report stated. One of the spots from Euro RSCG focuses on differentiation, while one DDB spot uses line drawings to define the “drinkability” theme.