The introduction of Bud Light to the UK market gave Savvy an opportunity to make it the largest product launch in the country.
With a clear set of objectives, we set out to deliver an unmissable 360˚ BTL campaign, targeting on-trade and off-trade customers and national beer drinkers. With 63% of the UK already aware of Bud Light we set out to drive mass trial of an exciting new product.
To do this, we commissioned a bespoke Savvy shopper panel, tasked with identifying the key behavioural traits of our target audience, ensuring our communications were aimed at the right people and through the right channels.
The campaign went live in over 25 routes to market across the Off and On Trade and saw sales of Bud Light exceed the projected target within the first month of its launch.
Over 9 million litres of Bud Light sold in the first month, double the launch target and growing. By March, Bud Light had sold more beer than Kronenberg, Corona and John Smiths combined in ASDA.
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