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Bud Light: #PostyBar and #PostyStore by Wieden+Kennedy New York

Client: Bud Light
Date: Jan 2020
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Bud Light unveiled “#PostyStore” and “#PostyBar”, two new spots featuring Bud Light Seltzer and Grammy-nominated Bud Light fan, Post Malone. Instead of a traditional launch, the brand is opening up its biggest marketing moment of the year to the fans. Bud Light made two humorous ads featuring Post Malone and cannot decide which one to take to Super Bowl LIV as their official in-game commercial. Now the brand is looking to their fans to share their input and help determine which commercial will air in the big game.

Through Thursday, January 30, fans can visit Bud Light social channels to watch both commercials and share their input to help Bud Light make the decision on which advertisement to feature during Super Bowl LIV. Fans will need to tune in to the big game to learn which one Bud Light decided on.

“It feels cool to be in a Bud Light commercial, especially a Bud Light Super Bowl commercial, which is a huge deal,” said Post Malone. “I just love the taste and the camaraderie. So it’s a real honor and blessing for me to be able to be a part of such a big moment.”

Both advertisements take you into the brain of musician and Bud Light enthusiast, Post Malone.

“#PostyStore” shows Post inside a convenience as he faces a decision a predicament: does he purchase his go-to drink Bud Light or the new Bud Light Seltzer? This predicament sparks confusion and mayhem in Post’s brain, and the store. Ultimately, he remembers that he’s rich and can afford to purchase both - who doesn’t love a happy ending?

The second spot, “#PostyBar” follows Post Malone into a bar where he discovers Bud Light Seltzer Mango. Post goes in for a sip and his senses begin to determine what it tastes like, how it smells and if he likes it. Just like the rest of America, Post Malone and his taste buds give Bud Light Seltzer Mango his seal of approval.

Credits

#POSTYBAR

CLIENT CONTACT: BUD LIGHT, A-B INBEV

US CHIEF MARKETING OFFICER Marcel Pereira Marcondes

VP MARKETING, BUD LIGHT Andy Goeler

BRAND DIRECTOR, BUD LIGHT Joe Lennon

HEAD OF EXPERIENTIAL MARKETING Ryan Mortimer

DIRECTOR OF EXPERIENTIAL Shana Barry

DIRECTOR OF MARKETING COMMUNICATIONS Miles Ritenour

DIGITAL DIRECTOR, BUD LIGHT Conor Mason

DIGITAL BRAND MANAGER, BUD LIGHT Lindsay Cozen

LAUNCH DATE: 1/29/20

DURATION OF CAMPAIGN: 13 weeks

AGENCY: W+K NEW YORK

EXECUTIVE CREATIVE DIRECTOR: Karl Lieberman

CREATIVE DIRECTORS: Brandon Henderson & John Parker

COPYWRITER: Garrick Sheldon

ART DIRECTOR: Marc Duran

HEAD OF INTEGRATED PRODUCTION: Nick Setounski

EXECUTIVE PRODUCER: Jessica Griffeth

AGENCY POST PRODUCER: Dave Lambert

GROUP ACCOUNT DIRECTOR: Brandon Pracht & Ryan Johnson

MANAGEMENT SUPERVISOR: Lauren Wilson

ACCOUNT SUPERVISOR: Bianca Nikic

ACCOUNT EXECUTIVE: Carla Caban

PROJECT MANAGER: Bruce Fields

DIRECTOR OF BUSINESS AFFAIRS: Patrick O’Donoghue

BUSINESS AFFAIRS MANAGER: Daniella Vargas

BUSINESS AFFAIRS COORDINATOR: Andrea Sierra

TRAFFIC SUPERVISOR: Sonia Bisono

TRAFFIC COORDINATOR: Tina Wyatt

PRODUCTION COMPANY: O Positive

DIRECTOR: Jim Jenkins

EXECUTIVE PRODUCER: Ralph Laucella & Marc Grill

LINE PRODUCER: Marc Grill

DIRECTOR OF PHOTOGRAPHY: Gulya Pados

EDITORIAL COMPANY: Arcade Edit

EDITOR: Dave Anderson

POST PRODUCER: Andrew Cravotta

EXECUTIVE PRODUCER: Sila Soyer

EDITORIAL ASSISTANT: Thomas Bergerstock

VFX COMPANY: The Mill

BIDDING PRODUCER: Clairellen Wallin

PRODUCER: Claudia Gaspar

PRODUCTION COORDINATOR: Nathan Niamehr

SHOOT SUPERVISOR: Nathan Kane

2D LEAD: Nathan Kane

2D ARTISTS: Hailey Akashian, Michael Almodovar, Jacob Coy,

James Cudahy, Drew Maloney, Vi Nguyen, Luke

Parsons, Rosi Ruiz, Kate Veneman

3D LEAD: James Mulholland

3D ARTISTS: Juan Carlos Barquet, Arman Matin, Keith McMenamy,

Emily Meger, Casey Reuter, Catherine Shen, Quinn

Thompson

DESIGNER: David Nelson

TELECINE COMPANY: Company 3

COLORIST: Tim Masick

PRODUCER: Kevin Breheny

MIX COMPANY: Soundlounge

MIXER: Tom Jucarone

EXECUTIVE PRODUCER: Becca Falborn

#POSTYSTORE

CLIENT CONTACT: BUD LIGHT, A-B INBEV

US CHIEF MARKETING OFFICER Marcel Pereira Marcondes

VP MARKETING, BUD LIGHT Andy Goeler

BRAND DIRECTOR, BUD LIGHT Joe Lennon

HEAD OF EXPERIENTIAL MARKETING Ryan Mortimer

DIRECTOR OF EXPERIENTIAL Shana Barry

DIRECTOR OF MARKETING COMMUNICATIONS Miles Ritenour

DIGITAL DIRECTOR, BUD LIGHT Conor Mason

DIGITAL BRAND MANAGER, BUD LIGHT Lindsay Cozen

LAUNCH DATE: 1/29/20

DURATION OF CAMPAIGN: 13 weeks

AGENCY: W+K NEW YORK

EXECUTIVE CREATIVE DIRECTOR: Karl Lieberman

CREATIVE DIRECTORS: Brandon Henderson & John Parker

COPYWRITER: Garrick Sheldon

ART DIRECTOR: Marc Duran

HEAD OF INTEGRATED PRODUCTION: Nick Setounski

EXECUTIVE PRODUCER: Jessica Griffeth

AGENCY POST PRODUCER: Dave Lambert

GROUP ACCOUNT DIRECTOR: Brandon Pracht & Ryan Johnson

MANAGEMENT SUPERVISOR: Lauren Wilson

ACCOUNT SUPERVISOR: Bianca Nikic

ACCOUNT EXECUTIVE: Carla Caban

PROJECT MANAGER: Bruce Fields

DIRECTOR OF BUSINESS AFFAIRS: Patrick O’Donoghue

BUSINESS AFFAIRS MANAGER: Daniella Vargas

BUSINESS AFFAIRS COORDINATOR: Andrea Sierra

TRAFFIC SUPERVISOR: Sonia Bisono

TRAFFIC COORDINATOR: Tina Wyatt

PRODUCTION COMPANY: O Positive

DIRECTOR: Jim Jenkins

EXECUTIVE PRODUCER: Ralph Laucella & Marc Grill

LINE PRODUCER: Marc Grill

DIRECTOR OF PHOTOGRAPHY: Gulya Pados

EDITORIAL COMPANY: Arcade Edit

EDITOR: Dave Anderson

POST PRODUCER: Andrew Cravotta

EXECUTIVE PRODUCER: Sila Soyer

EDITORIAL ASSISTANT: Thomas Bergerstock

VFX COMPANY: The Mill

BIDDING PRODUCER: Clairellen Wallin

PRODUCER: Claudia Gaspar

PRODUCTION COORDINATOR: Nathan Niamehr

SHOOT SUPERVISOR: Nathan Kane

2D LEAD: Jimmy Bullard

2D ARTISTS: Hailey Akashian, Michael Almodovar, Jacob Coy,

James Cudahy, Drew

Maloney, Vi Nguyen, Luke Parsons, Rosi Ruiz, Kate

Veneman

3D LEAD: James Mulholland

3D ARTISTS: Juan Carlos Barquet, Arman Matin, Keith McMenamy,

Emily Meger, Casey Reuter, Catherine Shen, Quinn

Thompson

DESIGNER: Clemens den Exter

TELECINE COMPANY: Company 3

COLORIST: Tim Masick

PRODUCER: Kevin Breheny

MIX COMPANY: Soundlounge

MIXER: Tom Jucarone

EXECUTIVE PRODUCER: Becca Falborn

SOUND DESIGN COMPANY: Henry Boy

SOUND DESIGNER: Bill Chesley

PRODUCER: Kate Gibson

STRATEGY DIRECTOR: Stephane Missier

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