Bud Light Lime
The making of a successful brand
Summer. By and large, the preferred season of fun-seekers everywhere. And judging by the rate at which Anheuser-Busch’s newest product is flying off the shelves, a lot of adult beer drinkers are firmly in a summer state of mind.
Making A Splash
Bud Light Lime, the first major brand extension of the world’s best-selling beer, Bud Light, launched nationwide in May 2008. In a few short months, it has already exceeded expectations.
A crisp beer that combines the superior drinkability of Bud Light with a splash of 100 percent natural lime flavor, Bud Light Lime has a distinct taste, unique packaging and has been backed by strategic, aggressive marketing support.
Fruitful Collaboration
Before it even became available to the public, Bud Light Lime was off on the right foot.
This emerging brand aligned with up-and-coming, multi-genre artist Santogold, featuring her hits “Creator” and “Lights Out” in two television ads announcing the brand’s arrival. The collaboration extended to the Web, allowing music fans to download an exclusive remix of “Lights Out” at budlightlime.com. These efforts helped Bud Light Lime build brand awareness beyond its core audience by generating discussion amongst music bloggers.
The launch of Bud Light Lime was also supported with a viral campaign featuring “Limey,” an amazing lime that performed numerous entertaining tricks for his friends, extensive marketplace sampling opportunities and traditional outdoor, print and radio advertising.
Growth Through Innovation
As a result of a measured, strategic approach and near flawless execution in the marketplace, Bud Light Lime grabbed a surprising share of domestic beer sales while its namesake, Bud Light, also experienced growth.
The creation and launch of Bud Light Lime further displays Anheuser-Busch’s commitment to innovation and meeting the needs of today’s adult beer drinker. A new take on an old favorite, Bud Light Lime has provided consumers with a refreshing twist on light beer all summer long.
For more information on Bud Light Lime, visit www.budlightlime.com.