This weekend, Bud Light kicked off the advertising campaign for its new spiked seltzer, which hits shelves today. The ads include fictional characters in the real town of Seltzer, Pennsylvania, as well as an interactive call center hotline.
The fully-functioning hotline, 1-833-BL-SELTZ, is a resource that consumers can dial to ask questions about the Bud Light Seltzer products. It is meant to appeal to both new consumers and existing consumers of Bud Light, as emphasized by its tagline: “If you love Bud Light, you’ll love Bud Light Seltzer. If you don’t love Bud Light, you’ll love Bud Light Seltzer.” The TV spots will run during the NFL divisional playoffs, and the seltzer will also share a 60-second Super Bowl ad with Bud Light. This new campaign replaces the long-running and highly successful ‘Dilly Dilly’ platform, which has been in use since August of 2017.
As a brand best known for its beer, Bud Light was right to focus its efforts on differentiating its hard seltzer from its beer. AB InBev, Bud Light’s parent company, plans to invest $100 million in hard seltzer, which shows how important this category will be in upcoming product development and marketing.