ariMarketing News
Monday, July 14, 2025
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 6
A A
0
21
SHARES
691
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

Comscore, iSpot, VideoAmp pass currency audit ahead of broadcast season
B2B Marketing

Comscore, iSpot, VideoAmp pass currency audit ahead of broadcast season

July 14, 2025
WPP names Microsoft vet CEO in sign of AI’s rising role in advertising
B2B Marketing

WPP names Microsoft vet CEO in sign of AI’s rising role in advertising

July 10, 2025
WPP CEO says tariffs will ‘undoubtedly’ impact ad-spending plans
B2B Marketing

WPP’s outlook sinks as advertising faces worsening macro conditions

July 9, 2025
How CMOs tackled challenges in H1 2025 — and what they must do next
B2B Marketing

How CMOs tackled challenges in H1 2025 — and what they must do next

July 8, 2025
How Alaska Airlines found a $100M revenue opportunity with Google’s Meridian
B2B Marketing

How Alaska Airlines found a $100M revenue opportunity with Google’s Meridian

July 8, 2025
Will AI ‘completely rewire’ loyalty programs?
B2B Marketing

Will AI ‘completely rewire’ loyalty programs?

July 2, 2025
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

KFC’s new take on Colonel Sanders is serious about its ‘Comeback Era’

KFC’s new take on Colonel Sanders is serious about its ‘Comeback Era’

July 14, 2025
‘Superman’ takes over Roku with first-to-market search integrations

‘Superman’ takes over Roku with first-to-market search integrations

July 11, 2025
Sprite leans into Gen Z’s love for spicy flavors with global campaign

Sprite leans into Gen Z’s love for spicy flavors with global campaign

July 10, 2025
American Eagle drives in-store back-to-school shopping with Snap Map

American Eagle drives in-store back-to-school shopping with Snap Map

July 10, 2025
Brands’ retreat from Pride costs them credibility

Brands’ retreat from Pride costs them credibility

July 9, 2025

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.