Rebranding BudLight Seltzer
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AB InBev wanted to launch a new line of hard seltzers in the spring of 2020 and enter the seltzer industry challenging the leading Seltzer Brand ‘White Claw.’ The new beverage targets the same broad consumer base that drinks Bud Light who are aware and perhaps interested in all the ballyhoo over boozy, fizzy water.
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The branding and package design incorporates the familiar visual elements of Bud Light with those typical of the hard seltzer category. The white cans sport Bud Light’s signature AB crest in a ghost-like grey, as well as Bud Light’s current logotype in the familiar dark blue. And, a 50% split as a part of the visual language with Typography and color helps the brand stand out on the crowded shelves amongst it competitors.
Agency Partners: Jones Knowles Ritchie -
Brand Identity, Packaging, Typography, Art Direction, and Storyboarding.
The 2020 launch of Bud Light Seltzer was a huge gamble for ABI. It quickly became one of the USA's top selling hard seltzers. The design and art direction for the brand launch played a critical role in contributing to record breaking sales for ABI of 2 million cases in two weeks. Danelle Kosmal, vice president of Nielsen's Beverage Alcohol Practice Area, told CNN Business that Bud Light Seltzer is the fastest launch of any spiked seltzer ever.