ST. LOUIS -- On the heels of a new national advertising campaign, Bud Light is introducing new packaging set to hit shelves during the first quarter of 2009. In March, Bud Light bottles, cans, secondary packaging and point-of-sale materials will include the words "superior drinkability" along with new coloring and design elements that work in concert to communicate Bud Light's distinct difference from the other light beers at retail, in advertising and other consumer marketing initiatives.
While its packaging changes, Bud Light will remain the same beer, the company said.[image-nocss]
"Bud Light's new look will reflect the key attributes of the brand we are touting in all our marketing-drinkability and refreshment," said Keith Levy, vice president of marketing for Anheuser-Busch Cos. Inc. "Drinkability offers a unique way to express a range of product benefits through a single term."
As a reflection of the brand's appeal to a diverse group of beer drinkers, Bud Light's new secondary packaging will include a Spanish language version in key Latino markets featuring the tagline "Tomabilidad Superior" ("superior drinkability"). In addition, Bud Light will continue to use the applied plastic label on its bottles that the brand introduced in 2004 as its replacement for paper labels.
The new marketing push comes on the heels of the launch of Bud Light Lime. This spring, Bud Light Lime will be available in 12-oz. aluminum cans, said the company.
Based in St. Louis, A-B, a unit of Belgium-based Anheuser-Busch InBev, brews Budweiser and Bud Light, among other leading brands.
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