Bud Light Seltzer is launching a new ad campaign with the slogan "100% Hard Seltzer, 0% Beer" to clear up confusion and better inform consumers about the product's contents.
A survey conducted by Bud Light Seltzer found that over 50% of respondents believe that the alcoholic seltzer contains beer, which poses a problem for the brand as it may discourage potential customers.
The brand's previous humorous ads featuring rapper Post Malone and a toll-free phone number were deemed not "direct enough" to educate people about the seltzer.
- The new TV spot features colorful bubbles to showcase the variety of flavors and lightness of the product.
- While there will be no changes to the name, packaging, or logo, the new ad campaign is the brand's first consistent message since its launch.
- The confusion surrounding Bud Light Seltzer's identity is a challenge for the brand, especially as the hard seltzer market continues to grow.
According to NIQ, a Nielsen (NLSN) company, the seltzer category now has 361 brands competing for attention.
