MILWAUKEE — Anheuser-Busch is rolling out a $50 million advertising campaign for Bud Light, playing up the beer’s drinkability and trying to set the brand apart while rival MillerCoors waits until the new year to release new ads for Miller Lite and Coors Light.
Bud Light’s ads, which start airing during Saturday’s college football games, feature situations ranging from a football game to a pool party to tell consumers that not all light beer is the same and Bud Light has taste but won’t fill them up.
“Light beer as a category has become a little bit more ubiquitous, and so differentiating yourself within the array of choices that exist for consumers, to me that’s going to win the game,” said Keith Levy, vice president of brand management.
Light-beer market share in 2007
39% Bud Light
17.2% Miller Lite
15.3% Coors Light
