BUD LIGHT PARTY PACK:
CHALLENGE: A focus group was conducted focusing on one segment of Bud Light’s target market men and women ages 20 – 25. The women expressed interest that they’d like to have a beer that they could relate to. A lot of participants were familiar with Bud Lights products, yet Bud Light was not their go-to choice for domestic beer. Figuring out how to promote Bud Light in a way that was appealing to men and women and make it stand out from the other, more affordable options.
STORY: Bud Light has a reputation of being a party and event beer. It’s affordable, easy to drink, and refreshing. What sets Bud Light apart from the competition is the promotional packaging they do for their partners such as the NFL. The Party Pack is a back-to-school promotion campaign targeting college aged students. It’s a product that comes with a student’s back to school party supplies and it offers students a way to make Bud Light their own.
SOLUTION: The final packaging for the Bud Light Party six-pack features an easy to carry design and extender tabs that pop out in order to use the packaging as a cooler. The package also includes markers for which customers can write their name on the label of their beer and define what makes Bud Light specific to their own interests. The package also comes with icon stickers and other distinguishing features. The designs are made for everyone: every personality, every mood, and every interest. The Bud Light Party Pack is fun, it’s personal, and it’s a necessity to make your party one of a kind.
STORY: Bud Light has a reputation of being a party and event beer. It’s affordable, easy to drink, and refreshing. What sets Bud Light apart from the competition is the promotional packaging they do for their partners such as the NFL. The Party Pack is a back-to-school promotion campaign targeting college aged students. It’s a product that comes with a student’s back to school party supplies and it offers students a way to make Bud Light their own.
SOLUTION: The final packaging for the Bud Light Party six-pack features an easy to carry design and extender tabs that pop out in order to use the packaging as a cooler. The package also includes markers for which customers can write their name on the label of their beer and define what makes Bud Light specific to their own interests. The package also comes with icon stickers and other distinguishing features. The designs are made for everyone: every personality, every mood, and every interest. The Bud Light Party Pack is fun, it’s personal, and it’s a necessity to make your party one of a kind.