The latest Bud Light efforts start with ‘Imitation’, showing the King by the fire, acknowledging Miller Lite’s latest ad and lamenting that the rival brand never thanked him for delivering its vat of corn syrup.
“Look, if you’re this set on imitating our kingdom, may I suggest also imitating us by putting an ingredients label on your packaging?” he jabs.
“In the real world, people want to know what’s in their beer. We hope MillerCoors is also planning to imitate us by adding ingredient labels to their packaging. It’s good for the consumer and the right thing for the beer industry, too. Our focus on transparency has always been motivated by consumers, and Bud Light is going to continue to push transparency forward and give them what they demand,” said Andy Goeler, vice-president of marketing for Bud Light.
Two other spots solidify Bud Light’s position against corn syrup. In ‘Imagine’ a court chemist tries to sell the King on a magical ‘preservative,’ which he shoots down. In ‘Royal Bath’ the King gets out of the bath and showers praise on Bud Light and its inclusion of four ingredients as he wanders around the chamber with only the crown on his head.
Both Bud Light and Miller Lite have been throwing numbers in their respective favors, trying to show that, because of the controversy, they are outpositioning the other in the marketplace.