ariMarketing News
Saturday, April 1, 2023
Want Traffic?
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
ariMarketing News
No Result
View All Result
  • Marketing
  • Social Media
  • SEO
  • Entrepreneurship
  • AI
  • Graphic Design
  • Public Relations
  • Sales Conversion
  • Website Development
  • Traffic/Lead Generation
  • Videos
Home Marketing B2B Marketing

Bud Light, Wieden + Kennedy part ways as beer marketer puts creative under review

September 9, 2022
in B2B Marketing
105 5
A A
0
21
SHARES
690
VIEWS
Share on FacebookShare on Twitter

  • Bud Light has put its creative account under review after years of working with Wieden + Kennedy. Adweek first reported the news.
  • Wieden + Kennedy, which has handled the business since 2015, declined to participate in the review, a spokesperson for the shop confirmed with Marketing Dive. The agency will remain with other brands under the AB InBev umbrella, such as Michelob Ultra.
  • Bud Light has been ramping up promotions for beverages outside of its core light beer like hard seltzer, part of a bigger play at diversification from parent AB InBev. Its reassessment of creative strategy marks another major account changeover for Wieden + Kennedy, which recently parted ways with KFC.

Bud Light joins a wave of marketers enacting creative shakeups as their business mandates shift and they adjust to a world reshaped by the pandemic. The split with Wieden + Kennedy feels noteworthy amid AB InBev’s larger push beyond beer. AB InBev recently shuffled leadership, appointing Marcel Marcondes as global CMO in April. The executive previously helped spearhead the organization’s Beyond Beer unit.

The Wieden + Kennedy news indicates that Bud Light is seeking a different perspective as its portfolio expands. The label has placed a bigger focus on a hard seltzer lineup that looks to win market share with young consumers who’ve gravitated to offerings like White Claw and canned cocktails. The marketer has also been busy trying to get its first zero-carb beer, Bud Light Next, off the ground as the better-for-you trend gains traction. In a potentially telling sign, media reports have compared the flavor profile of Bud Light Next to that of seltzer.

“As the brand marks its 40th anniversary, Bud Light will be reviewing its creative business as it continues its mission to build authentic and engaging connections with its consumers,” an AB InBev spokesperson said in an emailed statement regarding the creative review. “We anticipate this process concluding later this fall.”

Bud Light’s recent output with Wieden + Kennedy includes a Super Bowl campaign promoting new hard soda-flavored seltzers from Bud Light with Guy Fieri. Wieden + Kennedy also developed the Super Bowl spot heralding the introduction of Bud Light Next, which referenced the metaverse and had a nonfungible token component that was handled with VaynerNFT. The beverage is targeted at the 21-27 crowd, executives previously told Ad Age.

Looking further back, Wieden + Kennedy came up with signature work for Bud Light that sparked conversation in the larger culture. An infectious “Dilly Dilly” campaign that debuted in late 2017 spurred many people to repeat the nonsensical phrase, turning it into a viral meme. The effort eventually evolved to include a “Game of Thrones” tie-in at the height of the HBO fantasy series’ popularity.

But the larger beer market has continued to struggle with growth while alternatives have won stronger consumer favor. The category declined in volume by about 3% in the U.S. in 2020, according to stats from the Brewer’s Association.

Wieden + Kennedy’s partnership with KFC similarly produced marketing that frequently generated consumer chatter and drew industry accolades. However, the fried-chicken chain reportedly felt increased pressure to stay competitive in the chicken sandwich wars and attract younger diners in greater numbers, spurring a switch to MullenLowe as its strategic and creative agency of record in February.

Read the full article here

Subscribe to our mailing list to receives daily updates!

We won't spam you

Previous Post

Mastercard expands sonic branding with ‘Priceless’ album

Next Post

Digital Marketing For Beginners: How To Get Started Fast (With No Experience)

Related Posts

Pepsi embraces maximalism for first visual overhaul in 14 years
B2B Marketing

Pepsi embraces maximalism for first visual overhaul in 14 years

March 28, 2023
Fox’s Tubi boosts AVOD offering with planning, measurement deals
B2B Marketing

Fox’s Tubi boosts AVOD offering with planning, measurement deals

March 27, 2023
Top trade bodies to revise terms and conditions of internet advertising
B2B Marketing

Top trade bodies to revise terms and conditions of internet advertising

March 16, 2023
How Silicon Valley Bank’s collapse could compound a marketing slowdown
B2B Marketing

How Silicon Valley Bank’s collapse could compound a marketing slowdown

March 14, 2023
Brands scrutinize video ad budgets as upfronts approach
B2B Marketing

Brands scrutinize video ad budgets as upfronts approach

March 13, 2023
Audi tests personalized QR codes in streaming ads
B2B Marketing

Audi tests personalized QR codes in streaming ads

March 9, 2023
Leave Comment

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

Latest Articles

Constellation Brands teams with Tastemade for content studio

Constellation Brands teams with Tastemade for content studio

March 31, 2023
IKEA’s Digital Marketing Strategy: Top Things to Know About the Company’s Success

IKEA’s Digital Marketing Strategy: Top Things to Know About the Company’s Success

March 31, 2023
10 Sales Hacks You Should Know How to Market a Product Right

10 Sales Hacks You Should Know How to Market a Product Right

March 31, 2023
Tripadvisor pairs AR with street murals to promote San Diego

Tripadvisor pairs AR with street murals to promote San Diego

March 30, 2023
American Eagle, E.l.f. promote denim-inspired makeup collection on TikTok

American Eagle, E.l.f. promote denim-inspired makeup collection on TikTok

March 30, 2023
ariMarketing News

Latest Marketing and Entrepreneurship news and articles from the most trusted sources, follow us to get the latest news and tips directly to your inbox.


Learn more

Sections

  • Artificial Intelligence
  • B2B Marketing
  • B2C Marketing
  • Content Marketing
  • Digital Marketing
  • Email Marketing
  • Entrepreneurship
  • Graphic Design
  • Mobile Marketing
  • Public Relations
  • Sales Conversion
  • SEO
  • Social Media
  • Traffic/Lead Generation
  • Uncategorized
  • Video Marketing
  • Videos
  • Website Development

Newsletter

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

  • Privacy
  • Terms
  • Press Release
  • Advertise
  • Contact

© 2022 ariMarketing - All rights reserved.

No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation

© 2022 ariMarketing - All rights reserved.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.