Bud Light is getting young drinkers to sample their hard seltzer at home. Hard seltzer is hot as ever, but Bud Light Seltzer had to pivot to keep young people’s interests during the pandemic, as they stayed out of bars and away from parties and “traditional sampling tactics [were] disrupted.” This summer, the brand launched a test “at-home trial” campaign, sending 1000 “fans” a $20 gift card to buy their own pack and review it on social media, leading to a 174% purchase intent bump, 220% increase in recommendation intent, and almost 14K social engagements. Now, the brand is expanding the effort to promote their new holiday flavors, taking the sampling tactic nationwide in November. (Marketing Dive)
Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.
- To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”
Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.
- To see this content for any Region, use the “Content Filter”.
