{"id":4826,"date":"2023-04-18T11:17:08","date_gmt":"2023-04-18T15:17:08","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/04\/18\/how-bud-light-made-8-million-in-a-moment\/"},"modified":"2026-05-07T12:15:41","modified_gmt":"2026-05-07T16:15:41","slug":"how-bud-light-made-8-million-in-a-moment","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-bud-light-made-8-million-in-a-moment\/4826\/","title":{"rendered":"How Bud Light Made $8 Million in a Moment"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By AWLearn<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to creating a TV commercial, there\u2019s a lot of moving parts. Ideation, planning, production, editing, testing. There\u2019s a lot of strategy that goes into a brand getting it right \u2014 and that takes time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But how much time? Say for a 30-second spot? Days? Weeks? Months?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">How about just a few hours.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Well, that\u2019s exactly what Bud Light managed back in 2019. And the concept didn\u2019t come from weeks of ideation, it came from one cultural moment in time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And the beloved beer brand was on the ball\u2026 fast.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Pain is Temporary, Glory is Forever<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the Major League Baseball World Series, 2019.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With a home run ball hurtling towards the outfield, a fan holding a Bud Light in each hand had a tough decision to make; drop the expensive ballpark beer and try the catch or sacrifice your body to preserve the liquid gold.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What ensued was a brand moment for the ages&#8230;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The fan held on tight to his beers and took the ball right to the chest. The epic moment captured on-screen.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Capitalizing on a Moment<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Even more impressive was how Bud Light would respond to the heroic incident.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Within minutes, the brand tweeted out a call to identify their greatest brand ambassador of all time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/twitter.com\/budlight\/status\/1188619775615877120<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Within the next hour, t-shirts featuring the moment were available for sale.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Within 24 hours, the unidentified fan came forward and agreed to attend the next World Series game wearing the shirt.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/twitter.com\/budlight\/status\/1188977825115770881<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The real marketing moment came just 48 hours after the ball hit.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">During Game 6, a 15-second ad appeared on TVs across the United States with the tagline: \u201cNot all heroes wear capes&#8230;or gloves\u201d.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/twitter.com\/budlight\/status\/1189361379872071682<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The moment garnered national attention and the exposure for Anneheiser Busch (parent company of Bud Light) was estimated to be worth $8 Million.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, How Did Bud Light Get it So Right?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Well, it started with recognition. Having your product appear during viral moments happens once in a blue moon, so when it does happen, you need to be alert.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This was followed by the sheer speed of the brand\u2019s response. Had the brand gotten involved a week later, the moment would have passed.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And by using social media to identify their hero, the brand immediately inserted themselves into the conversation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finally, by commemorating the moment through merchandise, the digital cultural spectacle was pushed into a physical marvel.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not all heroes wear capes? Not all brands are Bud Light.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Brendan<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a lot of strategy that goes into a brand getting it right \u2014 and that takes time.<\/p>\n","protected":false},"author":7,"featured_media":4827,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-4826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Bud Light Made $8 Million in a Moment | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, 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