Whazzup Bud Light?

Although Bud Light has struggled during the economic downturn, it remains by far the best-selling beer in the U.S., commanding 19.1% market share at the end of 2010, according to Beer Marketer’s Insights.

Be that as it may, Anheuser-Busch InBev is pushing for more and it wants new ideas from a new crop of advertising minds.

According to Ad Age:

“We are discussing with several advertising agencies some new possibilities in supporting Bud Light,” U.S. VP-Marketing Paul Chibe said late last week. “It’s too early to predict where this will lead, but we are firmly committed to making sure our brands are always supported by the best people and ideas. We are excited to find ways to take Bud Light to even higher levels.”

For agencies it’s a chance to work on the biggest ad-spending account in all of beer, with more than $276 million in measured media spending in 2010.

The brewer is said to want ideas for marketing that aren’t confined to just ads, but extend to content, packaging, events and other areas. Which leads me to wonder which agencies the client is seeking ideas from, because traditional ad agencies aren’t about content, packaging and events.



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.