Bud Light sales are down and dropping rapidly in Texas against imports such as Modelo and Corona. Our client brought us in and we re-wrote the initial brief to create a long-lasting campaign for such an iconic brand.
It's not any old marketing gimmick it's reaching to our consumer's heart and embracing whats real.
The Texan pride and that 80% of Bud Light in Texas is brewed right here in Houston. Rolling with those ideals we re-drew one of the most sacred things to our core package the seal. Replacing the seal with the states fig and olive branch and the proud lone star. Once we finalized the packaging we knew that Houston needed to be the beacon for Bud Light.
Focusing on two new crafted tag-lines that embraced the packaging and out of home advertising we positioned this campaign to run along side the new CCI developed by W+K.
Realizing that Houston needed more than just some regular printed out of home billboards we crafted the new tag-lines to be 3D billboards built from neon and LED installations. Creating permanent outdoor signage that any Texan would be proud to see from the brewery to downtown Houston. Providing it as the beacon for “Brewed deep in the heart."
Role: Design Director
Studio: JKR
Designers: Cyrus Blais, CJ Draper, Izgi Yapici
Year: 2017