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'