Despite spending hundreds of millions in paid media, the largest single media buy Bud Light has is it's packaging. Below: some initial bottle redesign exploration as part of the goal of helping make Bud Light relevant again to a younger audience. Almost three years later, they did their own version.
One idea that we showed and I loved was making "special millennial edition packaging designed to specifically appeal to young millennial people from 22 to 33 years old". Contains all eight "known forms" of humor our corporate research discovered they will enjoy: 1. Comedy as Currency. 2. Identifiably Different. 3. Mashing the Sacred. 4. Reality Redux. 5. Discoverable Niche. 6. Random Rules. 7. The Inside Joke. 8. Meta Awareness. Still believe this would be a hit.
