How can we make the number one beer in America more “number one-ier” in the on-premise nighttime occasion?
Bud Light was feeling pressure from spirits and premium imports during energetic nights out with friends. Twenty-somethings out looking for a good time were in search of a drink with more punch and prestige than the easy-drinking of Bud Light.
Through a year-long collaboration with the innovation team at AB InBev, we conducted consumer research, defined the target audience, informed the product experience—the liquid, packaging, name— as well as the larger brand strategy for Bud Light Platinum. The result was one of the most successful beer launches of all time, and a slew of me-too products including Miller Fortune.