As the country prepared to reopen after months of COVID-19 shutdowns and as a stimulus package was being introduced by the government to provide relief for the American people, Bud Light set out to address something still missing for Americans 21+ - THE FUN.

Bud Light decided to do something no beer brand had ever done before: write its own formal stimulus bill. A proposal to support all citizens in their pursuit of life, liberty, and FUN during Summer 2021, rewarding fans with their first round back at bars, live music experiences AND the biggest sports ticket giveaway in the brand’s history.

A formal but hilarious proposal, 'Summer Stimmy' was designed to deliver the best summer ever. 110 pages of faux legislation of prizes and experiences worth up to $10 million that brought FUN to the people.

Bud Light introduced the ‘Bud Light Summer Stimmy’–a formal, but hilarious proposal designed to hook fans 21+ up with their first beer back at the bar, sports tickets, live music, and more, to bring fans the best summer ever. Written in a way that captured both the spirit of the brand and the moment. Composed of 110 pages of legislative proposals from conga lines to hammock safety, along with $10 million worth of prizes and experiences. The ‘Bud Light Summer Stimmy’ centered around getting our audience back to enjoying their passion points of music and sports (and beer!) after a year of nothing but virtual streams and cardboard fans. Bud Light was the first brand to help America get out there and have FUN.

The ‘Bud Light Summer Stimmy’ was developed to get Americans 21+ back together to share Bud Lights in the places they love most and bring some much needed fun back to summer. The concept tapped into consumers’ deep desire to get back out there after a difficult year, and leveraged the cultural topic of Stimulus relief with the brand’s signature jester spin to effectively resonate with our audience.

To write those 110 pages, we assembled a writers’ room who immersed themselves in real bills, legislation, and hours of C-SPAN to playfully mimic the jargon and bureaucratic language used by politicians. The result was copy that was unpredictable and entertaining, even when communicating real benefits. The copy not only needed to read like bureaucratese…it needed to look like it too. So, we purchased the typeface lawmakers use. Our designers then mimicked the unsightly rags, widows, and orphans of actual legislative documents.

Before we knew it, conversation had shifted from the government stimulus package to the Bud Light Summer Stimmy. It garnered 875 million earned impressions via 300+ placements and brought in 70,000 new Bud Light loyalty members. The campaign also generated 440,000 social mentions, reaching #4 within Twitter's top ten and ultimately trending 7 times! Most importantly, Bud Light was the first brand to help America get out there and have FUN.