Bud Light Easy Wishes

Don’t just watch a super bowl ad. Have a conversation with a Super Bowl ad. Oh, and also, he’ll grant you wishes.

Opportunity: Bud Light reached a pivotal moment, needing to rebuild brand affinity with its core fans by reclaiming the humor space and their brand platform “Easy to Drink. Easy to Enjoy.” Enter the Bud Light Genie, granting wishes to a group of buds in a star-studded night on the town.

Our innovation: To extend this moment way beyond the Super Bowl, we created a category-first bespoke messaging experience across Facebook and Instagram where fans could have a conversation with the Genie and get their own #EasyWishes granted, including a novel “comment to message” function.

Results: The messaging platform saw immediate success and has become an evergreen part of Bud Light’s tentpole activations going forward. For the Super Bowl, we surpassed CPG benchmarks for engagement (4X benchmark) and most importantly brand affinity (2.3X benchmark).