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Bud Light Is Getting Back Its Sense of Humor

Ad Age, Monday, August 10, 2009 11 AM

Finding that "Drinkability" apparently doesn't sell beer as well as a few yuks do, Bud Light is going to dial down the "not too heavy/not too light" message and return to some of the sophomoric humor that has driven the brands sales since its 1982 launch, Jeremy Mullman reports. Information Resources Inc. data show retail sales of Bud Light declining 3% in the first half (and a troubling 7% during the July 4 holiday period).

"We're going back to that familiar Bud Light voice," says CEO Dave Peacock. "The work will reference drinkability, but it won't be as drinkability heavy."

Bud Light had moved away from humor in part because many of the brand's 21- to 27-year-old targets grew up watching their parents drink Bud Light and watching campaigns such as "Spuds MacKenzie," "Yes, I Am," "I Love You, Man" and "Real Men of Genius."

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