Bud Light Gets Crafty With A “Six Point 0” Line Extension

I didn’t care for this ad when I saw it during the Super Bowl, but now I see an unhidden message in it. Bud Light Platinum is a 6.0% alcohol by volume. Why the brand and its agency didn’t make the entire spot about that significant point of difference, it’s hard to say.

“Man has long dreamed of turning lead into gold. We dreamed of turning gold into platinum.”

What? Who cares what “you” dreamed of Budweiser? Tell me instead why this new version of Bud Light is something I might want to drink. Tell me it drinks like a micro.

According to Los Angeles Times, the brew’s 6% alcohol content reflects Americans’ growing thirst for drinks with more kick and perceived sophistication.

Visually, the commercial says made in a factory of the future. Is that where the best beer comes from? I know some monks in Belgium who would argue otherwise.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.