After the COVID-19 pandemic shut down all professional sports in the U.S. for months, Anheuser-Busch’s Bud Light was ready to help fans celebrate when Major League Baseball returned in July.
The campaign also included a #BudLightHomers sweepstakes meant to replicate the excitement fans feel from catching a home run ball even though they couldn’t be in the stadium. Consumers entered from July 23-31 by sharing the hashtag on Twitter and tagging their favorite MLB team. Two winners for each team received a home run baseball in a branded display case. Twitter updates promoted the sweeps. Southfield, Michigan-based Merkle handled.
That success led Bud Light to launch three new flavors (cranberry, pineapple and grapefruit) on Aug. 31 in a Bud Light Seltzer Remix variety pack that also contains the original strawberry flavor. The new SKUs, which are made with cane sugar and natural fruit flavors, were announced on Aug. 26 via a sponsored Twitter update from DJ Khaled. The musician and producer was also part of the April 25 Drafterparty, a virtual event and concert hosted on Bud Light Seltzer’s YouTube page following the National Football League draft. The brand is the official seltzer sponsor of the NFL. Radio spots promoting the variety pack tied in to the Sept. 7 observance of Labor Day.
Elsewhere, the continued success of the Bud Light Platinum SKU the brand launched in 2012 as a higher alcohol by volume (ABV) alternative to its flagship beer inspired another innovation. Bud Light Platinum Seltzer is 8% ABV compared to the 5% in Bud Light’s other seltzers and is sweetened with agave. The line comes in three flavors – citrus, wild berry and blood orange – that also hit stores on Aug. 31.