Subject: Even Bud Lite gets it! Unlike some NFL players!!
When spectators are wanting to do something fun,
like watch a game, or select a beer, they do
not want to be lectured on political issues!!
BUD LIGHT TRIES TO RESURRECT ITS PUNCHLINE PERSONALITY IN AD EVOKING
'GAME OF THRONES'
(go to site listed at bottom to see the fun ad.)
By E.J. Schultz. Published on August 25, 2017.
Bud Light is channeling "Game of Thrones" in a new ad that tries to
bring back the frivolous, funny marketing that propelled the brand in
its heyday. The spot by Wieden & Kennedy marks the first of several
upcoming humorous ads for the nation's largest brew, which in recent
years has struggled to find the right tone to appeal to today's drinkers.
The new ad is called "Banquet" and debuted ahead of this weekend's "Game
of Thrones" season finale. It shows people presenting a king and queen
with increasing quantities of Bud Light. After one man makes the mistake
of attempting to please the royals with a "spiced honey mead wine," he
is banished to the "pit of misery." Throughout the ad, the made-up
phrase "Dilly, Dilly" acts as a medieval version of "cheers."
"I think beer is inherently a fun product," says Andy Goeler, a longtime
Anheuser-Busch employee who took over VP duties for Bud Light in March.
"It's all about being with friends and having fun."
"This is, to me, is the personality of Bud Light," he added, recounting
classic Bud Light catchphrases like "I Love You Man."
In recent years, Bud Light has veered from one campaign to the next,
with each approach failing to connect with drinkers who are gravitating
to wine and spirits and trendy craft brews.
Bud Light's last real attempt at humor came in 2016 with the politically
themed "Bud Light Party" campaign starring Amy Schumer and Seth Rogen.
But the punchlines were clouded by attempts to take positions on
progressive causes such as gender pay equality. The ads fell flat and
Anheuser Busch yanked the campaign in October amid slow sales, before
the election even took place.
Bud Light shifted to the "Famous Among Friends" campaign in January with
ads that included some humor but also plenty of sentimentality,
including one ad that showed how the friendship of two men endured
through the years. Spuds MacKenzie came back for a Super Bowl ad. But
the party pooch's return was a one-time deal, leaving some industry
observers scratching their heads as to why the brand would waste a
pricey ad buy on a temporary creative device.
The new ads stick with the "Famous Among Friends" tagline. But Goeler is
putting his stamp on the campaign by leaning way more into humor than
previous ads in the campaign. "There's a lot of things you can do with
'Dilly, Dilly,'" he said, chuckling. "It's part of the fun. That's the
Bud Light world." He also wants the brand to be culturally relevant, he
said, confirming that the script of the new ad was influenced by "Game
While attempts at humor will consume the majority of Bud Light's
upcoming ads, the brand will supplement the jokey spots with ads that
focus on beer quality, he said. Two product-focused ads debuted earlier