Bud Light Seltzer clears up misconception about its formula

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Bud Light Seltzer is out with a new campaign, “100% Hard Seltzer, 0% Beer,” designed to dispel the misconception that the beverage contains beer, the brand said in a press release.

Source: MarketingDive.com – video report

Date: Mar 08, 2023

Link: https://www.marketingdive.com/news/bud-light-seltzer-marketing-game-misconceptions/644408/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-03-08%20Marketing%20Dive%20Newsletter%20%5Bissue:48613%5D&utm_term=Marketing%20Dive

Questions for discussion:

  • What do you think of the decision to use the “Bud” brand as part of this beverage category?
  • Do you think management expected confusion in the consumer’s mind?
  • Do you think the messaging will affect sales or the rate of adoption?
  • Who is the target audience?
  • Do you think the ad is effective?