The line is meant to show that Bud Light is a "catalyst for a good time," says Keith Levy, A-B's vp for
marketing. In one spot, astronomers party as an asteroid approaches; in another, a man has built a house out of Bud Light cans.
Levy says the Drinkability ad campaign was "successful" and maintains that the new direction is an "evolution." Vranica points out, however, that Bud Light sales are "sputtering" (a 2.5% drop in 2009) and John Greening, an associate professor of advertising at Northwestern, says the Drinkability campaign felt forced. "Who doesn't know that light beers are drinkable?" he asks.
advertisement
advertisement