Beer drinkers now have more choices than ever piquing their interest – with new entrants as the category becomes more fragmented, alternatives like hard seltzer, and healthier, lower calorie options. As beer sales decline because of this, Bud Light declines along with the category. Bud Light needed to re-focus on how to retain their core customers. A typical brand message would not break through, so we set out to create a love letter from America’s favorite light lager, through a one-of-kind, long-term program that galvanizes and rewards our loyalists. And there would be no better moment and stage to kick off the program and express our gratitude than the 55th Super Bowl.

For the Super Bowl, we tapped into our unique equity and our iconic assets to launch our Bud Light universe. Introducing: Bud Light Legends. We teased the full program by re-airing the iconic and beloved Bud Light commercials from years past. Next, our Super Bowl commercial brought together the most legendary and nostalgic characters from the past to spoof a genre that is beloved by our core Bud Light loyalists. Featuring I Love You Man, Yes I Am guy, Bud Knight, Cedric the Entertainer, Post Malone, our legends embarked on an epic cinematic journey to Save The Bud Lights. After reintroducing our own Bud Light Legends, we’re celebrating and rewarding the loyalists, our everyday legends all around us, all year long, with exclusive merch, experiences, discounts, rewards, and recognition. Because our loyalists are Bud light Legends, and there are Bud Light Legends everywhere.