1. Why do we need new creative?
Bud Light, while still far and away the largest beer brand in America, continues to struggle to make a meaningful connection with Millennials. In the past year, Bud Light has lost 2.8 points of penetration with this key audience and Millennials continue to explore the ever-growing number of choices they have in alcoholic drinks. To establish a relationship with these drinkers, Bud Light seeks to infuse meaning into the Up for Whatever campaign and build equity as the ticket to spontaneous fun.
The brand is building on the campaign in 2015, by putting ‘whatever happens’ in consumers’ hands, literally. “The Perfect Beer for Whatever Happens” campaign will extend to Bud Light bottle labels with “The Perfect Beer For...” phrases. Part inspiration, part clever humour, part call to action, the scroll bottle labels will act as the primary communication thread for the campaign throughout 2015 and be the instigator of spontaneous fun.
The #UpForWhatever bottle will launch at Super Bowl and will be the consistent thread through the 2015 Bud Light plan. Whether it’s Super Bowl, WUSA 2.0, summer, Fall NFL, or always on initiatives the #UpForWhatever will be at the heart of everything that brand does.
2. Business Objectives
-Penetration: Statistically significant growth in Past 4 week incidence vs. SPLY (1/1 – 2/28)-with LDA – 49
-Image: Statistically significant growth in “makes me feel part of the group” vs. SPLY (1/1 – 2/28) with LDA – 49
-Attitudinal: Statistically significant growth in “Favorite Brand” from vs. SPLY (1/1 – 2/28) with LDA - 49
3. Who are we talking to?
4. Core Creative idea
When you are up for whatever, Bud Light is your ticket to spontaneous fun
5. What is our key consumer insight?
Millennials live in an always on “anything-is-possible-at-any-moment” culture. As a result, experiences have become their cultural currency. They love to customize their adventures and add their own personal twist, feeding the desire to one-up each other with stories that recount those original experiences. This all leads to an unparalleled craving for spontaneous, original fun like no generation before them
6. What do we want them to think, feel and do as a result of this activity?
Think: Bud Light is my ticket to spontaneous fun moment
Feel: feel Inspired to keep life fun and exciting
Do: Buy Bud Light for the first time in a long time
7. Executional considerations
Please see the Assets tab for a photo of the new bottle.
Please keep in mind, an Idea is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. For this reason we restrict Ideas to a 140 character limit. Please see the instructions below on how to submit.
Create a Tongal account by clicking on "Create an Account" in the upper right corner of the page. Once your account is created go to the Awards/Submit tab where you will enter and submit your Idea under your Tongal profile name. You can submit up to 5 different Ideas.