The Martin Agency's First Bud Light Seltzer Work Reminds Consumers It Doesn't Contain Beer

Some people—over 50% of consumers polled by the brand—think there is beer in the brand’s hard seltzer.

“54% of consumers think there’s beer in Bud Light Seltzer … if we don’t communicate what’s in there, it won’t be clear. So we wanted to be very simple this year, and everything we do will ladder back to that theme,” Steve Wolf, vp of marketing for Bud Light Extensions, told Adweek.

On top of needing to stand out in a crowded hard seltzer marketplace, Bud Light Seltzer’s first campaign from The Martin Agency will attempt to separate the seltzer from its namesake beer.