Emma Cairns
Producer at RSA Films
London, United Kingdom
TitleGrannies
Agency
Campaign The smarter choice - Anheuser Busch
Advertiser Anheuser-Busch
Brand Bud Light
Date of First Broadcast/Publication 2008 / 5
Business Sector Beers, Ciders, Lagers
Tagline See the light
Story “Quad Bike” features a granny zipping about town on her Quad Bike in a super efficient manner.
Philosophy First TV advertising developed specifically for the Irish market
Problem 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.

BRIEF

Position Bud Light as mainstream beer to overcome product misconceptions
Media Type Television
Length
Market Ireland
Soundtrack Wild Things
Advertising Manager
Creative Director
Art Director
Director
Producer
Media Planner
Agency Producer
Account Planner
Account Director

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