Seltzers had become a sea of the same fruit flavors with over 100 new launches in 2020 alone. Bud Light Seltzer had grabbed 10 share at launch but wasn’t growing share and needed to give new consumers a reason to try our product. Consumers were looking for variety and flavors that fit the mood and occasion of the season.

We challenged ourselves to develop a Bud Light Seltzer variety pack that will invite new consumers during the seltzer off-season. We found the perfect idea and we sold nearly 500,000 cases across all 50 states in the United States.

We gave fans a literal taste of the holiday season with a one-of-a-kind seltzer pack: Bud Light Seltzer Ugly Sweater!

To make it fit Bud Light’s fun attitude, we centered the design around our favorite holiday tradition - the ugly sweater occasion. We created unique sweater knit patterns and flavor cues for each flavor. We even added a to-from-tag to the secondary to make this an easy gift to give, and even better to receive.

To get fans in the much-needed holiday spirit, the limited-edition pack featured three new fun, delicious flavors – Peppermint Pattie, Ginger Snap, and Apple Crisp (inspired by the most popular holiday moments) - along with Cranberry.

We used our aluminum, slim 12oz cans for these and sold them in a case of 12, which matching graphics. To make it fit Bud Light’s fun attitude, we centered the design around our favorite holiday tradition - the ugly sweater occasion. We created unique sweater knit patterns and flavor cues for each flavor. We even added a to-from-tag to the secondary to make this an easy gift to give, and even better to receive.

We shot the product in studio and simply used stills to share the holiday cheer on our owned channels and with national paid media.

We were able to make record seltzer sales in a typically, non-seltzer season which drove incredible business results.

* Drove Bud Light Seltzer to highest market share of 2020 (+16.3%) ?

* Most shared Bud Light social post of all time

* +600 million impressions, and mentioned on Saturday Night Live

* +358K social mentions

* Sold out inventory of total product produced

* ROS 110% higher than other BLS 12pks