{"id":25531,"date":"2023-03-09T10:14:51","date_gmt":"2023-03-09T18:14:51","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25531"},"modified":"2026-01-28T09:50:21","modified_gmt":"2026-01-28T09:50:21","slug":"bud-light-seltzer-does-not-contain-beer-on-ad-age","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/bud-light-seltzer-does-not-contain-beer-on-ad-age\/","title":{"rendered":"Bud Light Seltzer Does Not Contain Beer, Says Brand in New Ad With Sound by Squeak E. Clean Studios via Ad Age"},"content":{"rendered":"<h1>Anheuser-Busch InBev brand tries to overcome misconception as seltzer category struggles<\/h1>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Bud Light Seltzer - Truckin&#039; Bubbles :60\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/1-KZKXX5Hbg?start=1&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<div class=\"block block-ctools-block block-entity-fieldnodefield-paragraphs\" data-block-plugin-id=\"entity_field:node:field_paragraphs\">\n<div class=\"editor-description__wrapper\">\n<div class=\"field field--name-field-paragraphs field--type-entity-reference-revisions field--label-hidden article-paragraph field__items\">\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">A Bud Light Seltzer truck rumbles down a rural two-lane highway when it hits a bump, its rear doors fly open, and out spill hundreds of colorful bubbles.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">Set to the Black Pumas\u2019 song \u201cColors,\u201d the new commercial is Bud Light Seltzer\u2019s first work from The Martin Agency. The shop took control of the creative account for hard seltzer and other Bud Light line extensions last year for the Anheuser Busch InBev-owned brand,\u00a0which is trying to emerge from a sales slump.<\/p>\n<p class=\"paragraph-newsletter-3\">The bubbles are out to solve the challenge of convincing drinkers that Bud Light Seltzer is not a beer, while making the brand show up in a \u201cmore mature and beautiful way,\u201d Steve Wolf, marketing VP of Bud Light Extensions, said in an interview.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-10\">Bud Light launched its hard seltzer in February of 2020, chasing down hits such as Mark Anthony Brand\u2019s White Claw and Boston Beer\u2019s Truly. Bud Light\u2019s distribution muscle and name recognition helped the brand to become the No. 3 seltzer in a matter of weeks, said Wolf. But sales have fallen of late as the larger seltzer category struggles.<\/p>\n<p class=\"paragraph-newsletter-11\">The brand\u2019s\u00a0initial creative work\u00a0helped to distinguish Bud Light the hard seltzer from Bud Light the beer, said Wolf, but once the pandemic hit \u201cwe really stopped talking about it.\u201d<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-12\">Fifty-four percent of consumers believed Bud Light Seltzer had beer in it, according to surveys the brand conducted last year. (Though categorized as flavored malt beverages, Bud Light Seltzers owe their alcohol to fermented sugar, not malt, differing them from beer, Wolf said.) The perception that Bud Light Seltzer contained beer was a barrier to purchase, Wolf said, underscored in the ad\u2019s tagline: \u201c100% hard seltzer, 0% beer.\u201d<\/p>\n<p class=\"paragraph-newsletter-13\">The Martin Agency \u201cjust became incredible thought partners for us,\u201d Wolf said. \u201cOftentimes, when you brief a campaign, you write it, you come back, and there\u2019s a big \u2018tada,\u2019 moment as you go through the brief. We actually wrote the brief together, because we felt so confident that we had good mind meld to understand what the challenges were.\u201d<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-14\">The colorful bubbles work as a construct in conveying lightness, flavor and variety, Wolf said. They can be dramatic elements in a 60-second ad, but could also show up in a 15-second spot. \u201cIf a picture tells a thousand words, we say bubbles can tell a million,\u201d Wolf said.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<h4 style=\"text-align: center;\">Down dramatically<\/h4>\n<p class=\"paragraph-newsletter-16\">Bud Light Seltzer&#8217;s new creative comes as the hard seltzer category is ailing. Dollar sales in the category fell 12% in the year ending Feb. 19, according to in-store sales data provided by beer trade publisher Beer Marketer\u2019s Insights. Bud Light Seltzer sales volume plummeted 52% in the four weeks ending Feb. 18, according to\u00a0\u00a0NielsenIQ data cited by Beer Marketer&#8217;s Insights.<\/p>\n<p class=\"paragraph-newsletter-17\">Some seltzer drinkers have moved onto spirits-based seltzer brands such as High Noon (now a bigger seller than Bud Light Seltzer), while others have moved to other flavored malt beverages, liquor or gone back to beer, said Benj Steinman, president of Beer Marketer\u2019s Insights.<\/p>\n<p class=\"paragraph-newsletter-18\">Despite the category struggles, seltzer sales still represent about 9% of the total beer industry, said Wolf.<\/p>\n<p class=\"paragraph-newsletter-19\">\u201cIt\u2019s too big not to be laser-focused on,\u201d he said. The brand is working on widening its consideration set because repeat purchase rates among those who try Bud Light Seltzers are \u201cawesome,\u201d Wolf said.<\/p>\n<p class=\"paragraph-newsletter-20\">\u201cWe know that there is a challenge of this perception, [and] we know, this spot helps educate,\u201d Wolf said. \u201cAnd it\u2019s very clear in terms of hitting that message in a beautiful way. And we know once people try, they will come back in droves. And so, I feel very confident if we execute this plan in a great way, we\u2019ll be in a great spot to be successful.\u201d<\/p>\n<p class=\"paragraph-newsletter-21\">The new campaign will run nationwide on national television, and on streaming TV and social channels, Wolf said.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-22\">The launch is accompanied by the release of an adult tabletop card game called \u201cMisconceptions.\u201d Made by Rabble Games, Wolf likened \u201cMisconceptions\u201d to a \u201cCards Against Humility\u201d-styled game challenging teams to decipher what is fact and what is a misconception. The game will be available at AB InBev\u2019s\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.shopbeergear.com\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Shop Beer Gear<\/a>\u00a0site.<\/p>\n<p class=\"paragraph-newsletter-24\">In an\u00a0agency review held last summer, Martin emerged with the creative lead for Bud Light\u2019s line extensions while Anomaly took over for Bud Light. Both accounts had been handled by Wieden+Kennedy. Early work from\u00a0Anomaly\u00a0and Martin each show a more mature outlook for a brand that was often cast as a party beer.<\/p>\n<p class=\"paragraph-newsletter-25\">\u201cWe\u2019re making a step change to elevate and &#8216;premiumize&#8217; these brands,\u201d Wolf said. \u201cSo the way we\u2019ve shown up in the past will look different than the way we show up in the future.\u201d<\/p>\n<p class=\"paragraph-newsletter-26\">Sangria Splash is Bud Light\u2019s newest seltzer offering, becoming the brand\u2019s first seltzer made with real fruit juice. Wolf said Sangria Splash \u201cseltzerizes\u201d the current popularity of sangria, which he called the country\u2019s No. 3 cocktail. Bolder flavors is also a growth trend in seltzer, he added.<\/p>\n<p class=\"paragraph-newsletter-27\">New work for Bud Light Chelada is next up for the brand, Wolf said.<\/p>\n<div id=\"remove-recommended\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"block block-crain-aac-utility block-about-author-block\" data-block-plugin-id=\"about_author_block\"><\/div>\n<div class=\"block block-crain-aa-articles block-article-category-topics\" data-block-plugin-id=\"article_category_topics\">\n<div class=\"category-topics-wrapper article-tags-wrapper\">Click <a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/bud-light-seltzer-doesnt-contain-beer-brand-says-first-ad-martin-agency\/2478011\">HERE<\/a> to read the original article.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Anheuser-Busch InBev brand tries to overcome misconception as seltzer category struggles &nbsp; https:\/\/www.youtube.com\/watch?list=TLGG6orS3ZwHzBMwOTAzMjAyMw&amp;time_continue=1&amp;v=1-KZKXX5Hbg&amp;embeds_euri=https%3A%2F%2Fwww.thedrum.com%2F&amp;source_ve_path=MjM4NTE&amp;feature=emb_title &nbsp; A Bud Light Seltzer truck rumbles down a rural two-lane highway when it hits a bump, its rear doors fly open,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25532,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[217,2376,211],"tags":[1925,2375,3473,3474,821],"class_list":["post-25531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads","category-squeak-e-clean-studios","category-fresh-news","tag-beer","tag-squeak-e-clean-studios","tag-bud-light","tag-hard-seltzer","tag-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bud Light Seltzer Does Not Contain Beer, Says Brand in New Ad With Sound by Squeak E. 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