As part of the Super Bowl campaign, Bud Light will encourage fans to tweet and engage with lemon and stories to win free lemonade packs.
Inspired by the do-it-yourself haircuts, postponed weddings and other inconvenient but relatable situations in 2020, the campaign looks at the bright moments in a challenging year, to turn last year’s lemons into the new Bud Light Seltzer Lemonade — in brand’s first Super Bowl campaign. The spot has been created by Wieden+Kennedy, New York.
“We wanted to give consumers something to start the New Year off right by bringing them the bold flavour of our new Bud Light Seltzer Lemonade,” said Andy Goeler, Vice President of Marketing, Bud Light. “The Super Bowl always brings together avid and casual sports fans alike, and our hope is that our new commercial brings them a little bit of levity and fun while watching the game.”
During the Super Bowl, Bud Light Seltzer Lemonade will also encourage fans to turn a lemon of a play into Bud Light Seltzer Lemonade. When there’s a turnover by either team, fans watching the game can enter for a chance to win a case worth of Bud Light Seltzer Lemonade, by tweeting with #LemonsIntoLemonade and #Sweepstakes.
Launched earlier this month, Bud Light Seltzer Lemonade has been made available in four flavours — Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Peach Lemonade — nationwide in the USA, ahead of the Big Game.