They were fun. They were distinctively different. People loved them, but Bud Light’s Dilly Dilly stories have come to an end. Wieden + Kennedy is moving on.
And AB InBev is turning its attention to a new Bud Light range, picking up on the alcoholic spritzer or seltzer fad. Oddly (except that traditional beer is hard to sell these days) the new Bud Light range is not made with beer. The Bud Light name is a glittery lure for a fruity-flavoured product – Strawberry, Mango, Lemon Lime or Black Cherry, which is enhanced by the range’s lengthy tagline, If you love Bud Light, you’ll love Bud Light Seltzer. If you don’t love Bud Light, you’ll love Bud Light Seltzer. The product is being made exclusively in one of the Belgian brand’s twelve US breweries.
The new Wieden + Kennedy campaign invents another humorous community – this time a modern one, set in a real town, Seltzer, Pennsylvania, about 100 miles northwest of Philadelphia. The behind-the-shoot campaign introduces both the product and a hotline for those confused (or curious) about the new product.
The hero ad made its TV debut during the National Football League’s divisional wildcard playoffs (beginning January 11). The real Seltzer residents, of which there are 307, were given a pre-launch taste at a product launch party in December.
Bud Light Seltzer arrived in Seltzer, Pennsylvania today. Coming to the rest of America Jan 13th. pic.twitter.com/MtPWUp9dts
— Bud Light Seltzer (@budlight) December 18, 2019
Bud Light Seltzer and original Bud Light will share a 60-second commercial during the Super Bowl next month, joining Budweiser and Michelbob in a collection of four AB InBev’s four commercials in the game.