DDB

DDB Chicago for Bud Light. These spots are all part of the "Drinkability" campaign Bud Light had running for about the past four years. This campaign was discussed in a recent article in Ad Age regarding the declining sales of the brand that occurred after this campaign kicked into gear. The article, which was entitled, "Bud's Big Blunder: Letting Consultants Steer Brand," (the title is a bit of a spoiler) discusses the dangers Anheuser-Busch encountered while closely following almost every recommendation of their consulting firm. Bud Light, along with Budweiser, were regarded as two of the largest names in beer, but after the "Drinkability" campaign, Bud Light posted its "first full-year sales decline in its history." The article projected that the decline in sales was due to the switch in Bud Light's advertising from an emotional connection with the viewers/beer drinkers, to a more product-based ad emphasizing features and benefits. DDB Chicago has done a lot of work for Bud Light, much of which has been witty and actually humorous. They definitely dropped the ball on the "Drinkability" campaign; not only is it immature and drawn out, it doesn't make sense to attempt to differentiate a beverage on a the basis of drink-ability. Wassssuuuppppp, DDB?!