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Bud Light uses Dilly Dilly King to promote ingredient list on packaging

Bud Light - King’s Speech

Bud Light claims to be the first beer in the United States to add a comprehensive on-pack serving facts and ingredient label, with the unveiling of a new secondary packaging design that will hit stores in February — and the brand is using the King character from the ‘Dilly Dilly’ spots to get the word out.  

As consumers are demanding more transparency from brands, Bud Light wants beer drinkers to have more information when it comes to choosing their brew, right at their fingertips on the packaging. In addition to listing the ingredients, the packaging will also include: serving size, calories, total fat, saturated fat, trans fat, carbohydrates, sugars, and protein.

The long-running King character is featured in one spot, ‘King’s Speech,’ where he asks his scribe to take down a speech he plans to give to the kingdom about people knowing what ingredients are in their beer. He explains that he will put an ingredients label on every case of Bud Light to ensure that the kingdom’s favorite lager is brewed with the finest ingredients.

In a second spot by Wieden+Kennedy, ‘Arrows,’ archers are firing arrows into the kingdom, with the ingredients label affixed to the shaft. As we hear yelps of pain from the townspeople below, the Bud Knight character enters and asks why they’re shooting arrows blindly into the kingdom. The response is sadly ignorant, so the knight suggests they instead just put the ingredients on the packaging.

“While ingredient labels are not required, consumers deserve to know more about their beer. We brew Bud Light with the finest ingredients and we’re happy to proudly display them on our packaging,” said Andy Goeler, vice president of marketing, Bud Light, in a release. “When people walk through a store, they are used to seeing ingredient labels on products in every aisle, except for the beer, wine and spirits aisle. As the lead brand in the category, we believe increasing on-pack transparency will benefit the entire beer category and provide our consumers with the information they expect to see.”

Bud Light brewmasters have been using four essential ingredients to brew the light lager: hops, barley, water, and rice, since 1982. Now, Bud Light is putting that information on packaging for everyone to see.

See the packaging and ads by clicking the Creative Works box below.

: 'King's Speech and Arrows'

Agency:
Client:
Date: January 2019
Bud Light claims to be the first beer in the United States to add a comprehensive on-pack serving facts and ingredient label, with the unveiling of a new secondary packaging design that will hit stores in February, and the brand is using the King character from the ‘Dilly Dilly’ spots to get the word out.  
As consumers are demanding more transparency from brands, Bud Light wants beer drinkers to have more information when it comes to choosing their brew, right at their fingertips on the packaging. In addition to listing the ingredients, the packaging will also include: serving size, calories, total fat, saturated fat, trans fat, carbohydrates, sugars and protein.
The long-running King character is featured in one spot, ‘King’s Speech,’ where he asks his scribe to take down a speech he plans to give to the kingdom about people knowing what ingredients are in their beer. He explains that he will put an ingredients label on every case of Bud Light to ensure that the kingdom’s favorite lager is brewed with the finest ingredients.
In a second spot, ‘Arrows,’ archers are firing arrows into the kingdom, with the ingredients label affixed to the shaft. As we hear yelps of pain from the townspeople below, the Bud Knight character enters and asks why they’re shooting arrows blindly into the kingdom. The response is sadly ignorant, so the knight suggests they instead just put the ingredients on the packaging.
Credits:
 
 
CLIENT: Bud Light
W+K NEW YORK
Executive Creative Director
Karl Lieberman
Creative Directors
Brandon Henderson, John Parker
Copywriter
Jess Ghersi
Art Director
Kevin Kaminishi
Head of Integrated Production
Nick Setounski
Executive Producer
Temma Shoaf
Producer
Alexey Novikov
Producer
Jordan Leinen
Strategist
Brian Ritter
Social Strategist
Jonathan Irizarry
Group Account Director
Brandon Pracht
Management Supervisor
Alex Scaros
Account Supervisor
Marlee Caine
Project Manager
Vimal Patel
Head of Business Affairs
Patrick O’Donoghue
Business Manager
Justine Lowe
 
PRODUCTION
Production Company
O-Positive
Director
Jim Jenkins
Director of Photography
Trent Opaloch
Executive Producer
Marc Grill
 
EDITORIAL
Editorial Company
Arcade Edit
Executive Producer
Sila Soyer
Producer
Andrew Cravotta
Editor
Dave Anderson
Assistant Editor
Joe Petruccio
Social Content Editor
Jeff Lopus/Laurel Metzler
 
VFX
VFX Company
The Mill
Senior Producer
Clairellen Wallin
Producer
Michael Brown
 Shoot Supervisor
 James Mulholland
 Creative Director
 Nathan Kane
 2D Lead Artist
 David Forcada
 2D Artist
 Kshitij Khanna
 2D Artist
 Dhruv Shankar
 2D Artist
 Jeen Lee
 2D Artist
 Urosh Otashevich
 2D Artist
 Chris Riemann
 
TELECINE
Telecine Company
Company 3
Head of Color / Grade Artist
Tim Masick
Color Producer
Kevin Breheny
 
 
MIX
Mix Company
Sound Lounge
Mixer
Tom Jucarone
Producer
Becca Falborn
 
Music
Music Company
Walker
Producer
Stephanie Pigott
 
End Card
Company
Woodshop
Tags: United States
 
 
 
 
 
 
 
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