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Bud Light uses Dilly Dilly King to promote ingredient list on packaging

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Bud Light claims to be the first beer in the United States to add a comprehensive on-pack serving facts and ingredient label, with the unveiling of a new secondary packaging design that will hit stores in February — and the brand is using the King character from the ‘Dilly Dilly’ spots to get the word out.

As consumers are demanding more transparency from brands, Bud Light wants beer drinkers to have more information when it comes to choosing their brew, right at their fingertips on the packaging. In addition to listing the ingredients, the packaging will also include: serving size, calories, total fat, saturated fat, trans fat, carbohydrates, sugars, and protein.

The long-running King character is featured in one spot, ‘King’s Speech,’ where he asks his scribe to take down a speech he plans to give to the kingdom about people knowing what ingredients are in their beer. He explains that he will put an ingredients label on every case of Bud Light to ensure that the kingdom’s favorite lager is brewed with the finest ingredients.

In a second spot by Wieden+Kennedy, ‘Arrows,’ archers are firing arrows into the kingdom, with the ingredients label affixed to the shaft. As we hear yelps of pain from the townspeople below, the Bud Knight character enters and asks why they’re shooting arrows blindly into the kingdom. The response is sadly ignorant, so the knight suggests they instead just put the ingredients on the packaging.

“While ingredient labels are not required, consumers deserve to know more about their beer. We brew Bud Light with the finest ingredients and we’re happy to proudly display them on our packaging,” said Andy Goeler, vice president of marketing, Bud Light, in a release. “When people walk through a store, they are used to seeing ingredient labels on products in every aisle, except for the beer, wine and spirits aisle. As the lead brand in the category, we believe increasing on-pack transparency will benefit the entire beer category and provide our consumers with the information they expect to see.”

Bud Light brewmasters have been using four essential ingredients to brew the light lager: hops, barley, water, and rice, since 1982. Now, Bud Light is putting that information on packaging for everyone to see.

See the packaging and ads by clicking the Creative Works box below.

: 'King's Speech and Arrows'

Agency:
Client:
Date: January 2019

Bud Light claims to be the first beer in the United States to add a comprehensive on-pack serving facts and ingredient label, with the unveiling of a new secondary packaging design that will hit stores in February, and the brand is using the King character from the ‘Dilly Dilly’ spots to get the word out.
As consumers are demanding more transparency from brands, Bud Light wants beer drinkers to have more information when it comes to choosing their brew, right at their fingertips on the packaging. In addition to listing the ingredients, the packaging will also include: serving size, calories, total fat, saturated fat, trans fat, carbohydrates, sugars and protein.
The long-running King character is featured in one spot, ‘King’s Speech,’ where he asks his scribe to take down a speech he plans to give to the kingdom about people knowing what ingredients are in their beer. He explains that he will put an ingredients label on every case of Bud Light to ensure that the kingdom’s favorite lager is brewed with the finest ingredients.
In a second spot, ‘Arrows,’ archers are firing arrows into the kingdom, with the ingredients label affixed to the shaft. As we hear yelps of pain from the townspeople below, the Bud Knight character enters and asks why they’re shooting arrows blindly into the kingdom. The response is sadly ignorant, so the knight suggests they instead just put the ingredients on the packaging.

Credits:
CLIENT: Bud Light
W+K NEW YORK
Executive Creative Director
Karl Lieberman
Creative Directors
Brandon Henderson, John Parker
Copywriter
Jess Ghersi
Art Director
Kevin Kaminishi
Head of Integrated Production
Nick Setounski
Executive Producer
Temma Shoaf
Producer
Alexey Novikov
Producer
Jordan Leinen
Strategist
Brian Ritter
Social Strategist
Jonathan Irizarry
Group Account Director
Brandon Pracht
Management Supervisor
Alex Scaros
Account Supervisor
Marlee Caine
Project Manager
Vimal Patel
Head of Business Affairs
Patrick O’Donoghue
Business Manager
Justine Lowe

PRODUCTION
Production Company
O-Positive
Director
Jim Jenkins
Director of Photography
Trent Opaloch
Executive Producer
Marc Grill

EDITORIAL
Editorial Company
Arcade Edit
Executive Producer
Sila Soyer
Producer
Andrew Cravotta
Editor
Dave Anderson
Assistant Editor
Joe Petruccio
Social Content Editor
Jeff Lopus/Laurel Metzler

VFX
VFX Company
The Mill
Senior Producer
Clairellen Wallin
Producer
Michael Brown
Shoot Supervisor
James Mulholland
Creative Director
Nathan Kane
2D Lead Artist
David Forcada
2D Artist
Kshitij Khanna
2D Artist
Dhruv Shankar
2D Artist
Jeen Lee
2D Artist
Urosh Otashevich
2D Artist
Chris Riemann

TELECINE
Telecine Company
Company 3
Head of Color / Grade Artist
Tim Masick
Color Producer
Kevin Breheny

MIX
Mix Company
Sound Lounge
Mixer
Tom Jucarone
Producer
Becca Falborn

Music
Music Company
Walker
Producer
Stephanie Pigott

End Card
Company
Woodshop

Tags: United States

Video of Bud Light – King’s Speech

Video of Bud Light – Arrows

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Billion Dollar Boy hires Kathy Dover as first-ever Director of Client Services as it scales up its business and develops its tech offering

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Billion Dollar Boy, the global influencer marketing agency, has hired Kathy Dover, formerly a client at Maybelline and Garnier as well as Head of Account Management at VCCP Blue, as its first-ever Director of Client services.

On the back of impressive growth in 2018, Billion Dollar Boy has initiated an ambitious scale-up plan, which is centred on expanding its agency business and licensing its own in-house technology, including StoryTracker – the industry’s first and only AI-powered Instagram Story tracking tool.

In her new role, Kathy will work with the senior management team to support the growth plan by adding 15-years of experience on both agency and client-side to the business. She will also take responsibility for the account management teams, developing their relationships with clients and ensuring the delivery of a premium service.

Most recently, Kathy led the integrated marketing communications teams at Maybelline and Garnier UK. Prior to this, she worked as Head of Brand at Lastminute.com. While working agency-side she led the account management team at VCCP Blue where she was integral in developing the original Compare The Meerkat campaign for Comparethemarket.com.

Edward East, CEO Billion Dollar Boy, said: “Kathy has amazing experience on both sides of the fence, which means she is able to see the potential of influencer marketing across the whole marketing mix as well as understand what clients want, and need, from the medium. As we continue to scale up and drive our technology offering, Kathy will ensure we are always communicating this to the client in the right way and bring gravitas and experience to the business.”

Kathy added: “Influencer Marketing is growing so quickly there is a massive opportunity now for us to really raise the standard of measurement and effectiveness and cement its position as an integral part of the marketing mix. Through BDBs tech and measurement advancements, we can really start to bring some rigour and finesse to the medium and achieve this goal. I’m excited to be involved in that and in driving the team’s impressive growth strategy.”

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China marketing specialist Hot Pot hires Cat Navarro as Chief Operating Officer

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Hot Pot, the full-service China marketing agency, has hired Cat Navarro, a business transformation specialist of more than 15 years, as its first-ever Chief Operating Officer.

For the past five years Hot Pot has been steadily growing its business, but with the massive acceleration of Western brands entering the Chinese market and the prediction that China will account for 60% of all e-commerce by 2020, it has put in place ambitious plans to scale-up and match that expansion.

Cat’s appointment reflects the company’s ambition. Her responsibilities will include the dual roles of implementing and overseeing transformation strategies, growth strategies, management structures, operational duties and workflows as well as acquisition, retention and training of talent.

Cat has spent 10 years leading high-profile change programmes for large organisations (SITA, AMP) and Australian government bodies (police force, housing). She then transferred those skills to scaling early-stage London-based businesses such as Quill Content, Ometria and The Sandpit.

Jonathan Smith, founder and CEO of Hot Pot, said: “We are excited to be entering the next phase of Hot Pot’s growth. To successfully scale the business, we knew we needed someone to have the requisite attention to the granular details but also be able to deliver on our overarching strategic goals.

“Cat’s depth and breadth of experience allows her to do this. She is exceptional at putting the right structures in place, operates at pace, and has an absolute passion for finding and developing the best talent.”

Cat Navarro added: “Hot Pot encourages brands to throw away the rule book and do things differently when it comes to marketing in China, and I’m excited to bring this bold philosophy to my role. When scaling a business that’s niche or disruptive, you can’t just rely on what you know or how others do things. Doing that just puts you on the same playing field as everyone else.

“I’m also thrilled to be leading both operations and talent, because the two are so intrinsically linked. It’s great to work alongside a CEO who invests in his staff as much as he does in the growth and profitability of the company and its clients.”

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10 questions with… Anna Watkins, UK managing director of Verizon Media

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In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?
Relatable.

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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