|广告战役||The smarter choice - Anheuser Busch|
|广告主||Anheuser-Busch Companies, Inc.|
|广告口号||See the light|
|剧情简介||“Chopper” shows a gardener using a remote control helicopter to get his garden in shape whilst his neighbour struggles with his shears|
|哲学||First TV advertising developed specifically for the Irish market|
|问题|| Launched in 2006, Bud Light has been seen as a low alcohol “girly” beer to date by the Irish, however at 4.1% ABV (where “standard lagers average 4.3%) this was clearly a misconception that needed to be challenged – Bud Light is the smarter choice because it has a standard ABV but is lower in carbs and calories.|
Position Bud Light as mainstream beer to overcome product misconceptions
|Media Planner||Jenny Byrne|
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