Endless Seltzer Bud Light Meme Campaign
Information
Anheuser-Busch wanted a series of social media memes for their new product, Bud Light Seltzer. While these memes needed to be eye-catching and fun. They also need to stand out from their competition: White Claw.
The Light Seltzer Idea and Concept
We’re all stressed out. And we’re stuck in these Brady Bunch Zoom Boxes. But all we want to do is have a beer on the beach. Well, we could get a beer. But we all know how that ends. The COVID 15 becomes the COVID 20, 25, 30. Wouldn’t be nice if we could bring the beer. And leave the calories? Well, grab your longboard dude. Because surf’s up.
Challenge
Healthy, cool, beer drinkers? These things don’t go together. Unless you’re talking about surfers. So, how do you bring home the beach? But leave the calories behind? By bringing home the Seltzer. However, White Claw already has a cool seltzer campaign. But they don’t have the fun.
Target Audience
- 20 to 50 age group
- Outdoor Enthusiasts
- Social Drinkers
- Health-conscious but still wanting to be cool
Tools Used to Create the Bud Light Design
- Adobe Illustrator
- Final Cut Pro
- Compressor
- Daz 3d Studio
Seltzer Solution
The Bud Light Seltzer project was a series of memes. Each meme was part of a Zoom Meeting with ten participants—each doing something embarrassing. A can of Seltzer was then open, and it was turned into a party with a classic surfer’s theme. This submission was one of the party cells. The meme references “The Endless Summer,” a classic surfer movie.
After researching Bud Light’s marketing online, it seems their customers are 20-50 somethings who are into sports. They wanted a fun approach. My meme replaces the dominant male figure of the original “The Endless Summer” movie poster with a female surfer. Female longboard surfers still get flack about being on the surf, so Bud Light “says we think you have just as much right to be out on a longboard as the guys.” This is in contrast to White Claw. They are trying to be the cool (mostly male) surfers. They are too cool to have fun—Bud Light is cool and fun.
For more examples, please visit my work page