Market research
Two new ads for Bud Light's Dilly Dilly campaign will roll out to support upcoming ingredient labels on the beer brand's packaging.
The ads highlight the new labels, which contain information on ingredients as well as calorie and other nutritional information. A-B inBev said Bud Light will be the first US beer to add a comprehensive list of ingredients to packaging when the labels roll out in February.
Bud Light contains four ingredients: hops, barley, water and rice.
Andy Goeler, Bud Light VP of marketing, said: "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."
Ingredient information is not required on beer in the US, however brewers around the world are beginning to offer consumers more insight into what is in their products.
In 2016, US brewers signed up to a voluntary plan to provide detailed information on nutrition content and ingredients on products, packaging or websites. The initiative followed a similar move from The Brewers of Europe, which announced in 2015 that its members had agreed to put nutritional content on both their packaging and online presence.
The two new Bud Light spots are titled "King's Speech" and "Arrows". The Dilly Dilly campaign was launched in 2017 and has captured strong attention in the US. According to media reports sports fans chant the phrase during NFL games.
