Bud Light Platinum — Brand Launch

It isn't often you get to launch an entirely new brand, and do so at the Super Bowl. But that's exactly what we had an opportunity to do with Anheuser-Busch and their launch of Bud Light Platinum. Strategically, Platinum needed to establish a completely different vibe, something that immediately set it apart from traditional Bud Light. It aimed to be more sophisticated as a point of differentiation. Strategically, the goal was to own the night—to establish it as the Bud Light of the evening, distinguishing it from its daytime sibling. So we launched with a debut spot during the first quarter of SB XLVI, while simultaneously seeding the launch with a social campaign introducing the use of the hashtag “#makeitplatinum” as well as print, OOH, digital banners, Facebook and of course a microsite.

This was an amazing learning opportunity. The pressure felt by both agency and client with the expectations of a new brand and a Super Bowl launch taught the team a lot about client relationship management and working under pressure with extremely high expectations. For all of the effort, Bud Light Platinum went on to be the most successful brand launch in Budweiser history to date. Below is a sampling of the work created for the launch.