Bud Light Signals New Era In Marketing


The Super Bowl will kick off a new marketing era for Bud Light, and a woman is at the helm for this new direction.

Alissa Heinerscheid, vice president of marketing for Bud Light, is the first woman to ever lead the popular brand.

“As the first woman to lead the biggest beer brand in the world, it’s an amazing opportunity to really evolve and elevate Bud Light, this brand I love,” says Heinerscheid.

The Bud Light commercial, which will air during the Super Bowl, features actor Miles Teller and his wife Keleigh, and it’s called “Hold,” as Keleigh is facing a situation people everywhere do – being on hold on the phone.

“This campaign is meant to feel different, to be lighter and brighter, with a confidence and magnetism, and it’s really critical to depict real people and real places,” she says. “What I need to do to help this brand to evolve..this is my passion point.”

Heinerscheid says Bud Light, as a brand, has been “everything to everyone, and as a result, we’ve not been (mindful) about where it shows up.” As a mother, Heinerscheid says, one strategic priority was to make sure that women were represented. “Female representation is a personal passion point of mine,” she says.

That came out in the commercial “The Bud Light Carry,” which depicting a female protagonist, who after buying her friends a round of beer, had to bring those glasses to her friends without spilling a drop. “We had this awesome female lead, she’s cool as hell, bobbing and weaving through the bar,” Heinerscheid says.

This representation will continue in the Super Bowl commercial, in which Keleigh is on hold, and Miles brings her a Bud Light to her, and behind the scenes, a female choreographer directed the actors. “We see this Super Bowl ad as ushering a new era for Bud Light,” Heinerscheid says.

The new era – and the new tagline – is all about “Easy to Drink, Easy to Enjoy,” Heinerscheid says.

“When we looked at this job to be done, attracting new drinkers, we started out with who we are and what do we stand for,” Heinerscheid says. “We’d been pretty inconsistent in our messaging over the years, and we need to establish who we are and consistently message this in years to come.”

To determine this, Heinerscheid and her team went back in the brand’s history to August Busch III, who 41 years ago, developed “an easy to drink light beer.” “That’s one of our core truths, our reason for existing,” she says.

The idea, behind both commercials, is to take it easy and choose enjoyment over what could be frustrating moments. “You can either let something ruin your mood or choose to enjoy yourself, and that’s what our Super Bowl ad is all about,” Heinerscheid says.

The brand’s only two weeks in to this new marketing strategy, and fans are talking about it on social media, Heinerscheid says. They’re noticing that it’s “different and unexpected, but it still feels like Bud Light,” she says, of the first spot in the playoffs.

The commercials, she says, are still humorous, but they show that the brand is moving away from the jokester, slapstick comedy to more sly and sophisticated humor.

“As the number one beer in the industry, it’s incumbent upon us to act like a leader and set the standard,” she says. “We’re excited to see what 2023 brings.”

Check out Teller’s dance moves and the new direction for Bud Light with

Hold.”



Source link

Denial of responsibility! galaxyconcerns is an automatic aggregator around the global media. All the content are available free on Internet. We have just arranged it in one platform for educational purpose only. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, all materials to their authors. If you are the owner of the content and do not want us to publish your materials on our website, please contact us by email – [email protected]. The content will be deleted within 24 hours.

Leave A Reply

Your email address will not be published.