Bud Light Seltzer is launching a new marketing campaign that attempts to correct the misconception that its seltzer contains beer.
The campaign will be called "100% Hard Seltzer, 0% Beer."
The multichannel campaign includes a partnership with Rabble Games, which will see the company release a card game called Misconceptions, where players must distinguish misconceptions from truths.
- The TV component will include a commercial that educates the audience on seltzer's different look, taste and feel compared to beers.
- According to Anheuser-Busch InBev, 54% of consumers believe Bud Light Seltzer contains beer.
- Hard Seltzer is a growing category that saw a significant increase in consumer interest during the COVID-19 pandemic.
