Bud Light is making drastic changes to capture American millennials

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Bud Light doesn't want to be the laughingstock of the beer industry any more.

"Consumers are changing, society is changing, and there is an opportunity for the brand to change," Bud Light vice president Alexander Lambrecht told Business Insider. "If we want to remain as relevant ... we have to move with the times."

A major identity revamp is underway at the biggest beer brand in America. While Bud Light continues to make up about 18% to 19% of Anheuser-Busch InBev's US business, the brand's sales have significantly slipped in recent years as the power of craft beer grows.

Here's how the biggest beer in America is evolving to survive the craft beer revolution.

See photos of Bud Light through the years:

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Bud Light is making drastic changes to capture American millennials
FILE - In this Tuesday, Oct. 13, 2015, file photo, a beer vender holds up Budweiser and Bud Light at Wrigley Field before Game 4 in baseball's National League Division Series between the Chicago Cubs and the St. Louis Cardinals in Chicago. In 2015, corporate America announced a wave of mergers and acquisitions, including some whoppers: Arch-rival brewers Budweiser and Miller Genuine Draft would be joined by a $106 billion deal between Anheuser-Busch InBev and SABMiller, in one of The Associated Press' top stories in 2015. (AP Photo/Paul Beaty, File)
This is Bud Light beer for sale at a concession stand at McKechnie Field during a spring training exhibition baseball game between the Pittsburgh Pirates and the New York Yankees in Bradenton, Fla., Thursday, March 5, 2015. (AP Photo/Gene J. Puskar)
Anheuser-Busch Budweiser and Bud Light brand beer sits on display for sale in a supermarket in Princeton, Illinois, U.S., on Tuesday, Oct. 28, 2014. Anheuser-Busch Inbev SA is scheduled to report quarterly earnings before the market open on Friday, Oct. 31. Photographer: Daniel Acker/Bloomberg via Getty Images
A tap for Anheuser-Busch Bud Light brand beer stands at the bar at Skoonerz Grill & Bar in Princeton, Illinois, U.S., on Tuesday, Oct. 28, 2014. Anheuser-Busch Inbev SA is scheduled to report quarterly earnings before the market open on Friday, Oct. 31. Photographer: Daniel Acker/Bloomberg via Getty Images
LOS ANGELES, CA - APRIL 07: A general view of atmosphere at the premiere of Summit Entertainment's 'Draft Day' after party presented by Bud Light on April 7, 2014 in Los Angeles, California. (Photo by Angela Weiss/Getty Images for ANHEUSER BUSCH)
Jeff Allen, a driver for Brewers Distributing Co., loads cases of Bud Light onto a hand truck as he delivers Anheuser-Busch beer to Maquet's Rail House in Pekin, Illinois, U.S., on Thursday, Oct. 30, 2014. Anheuser-Busch Inbev NV is scheduled to report third-quarter earnings on Oct. 31. Photographer: Daniel Acker/Bloomberg via Getty Images
In this Monday, April 7, 2014 photo, aluminum bottles of Bud Light beer are on display at Alcoa headquarters in Pittsburgh. (AP Photo/Gene Puskar)
Bud Light beer is shown in the aisles of Elite Beverages in Indianapolis, Monday, Jan. 28, 2013. (AP Photo/Michael Conroy)
Anheuser-Busch Cos. Budweiser and Bud Light beers are on tap Friday, June 13, 2008, at Hammerstone's bar in St. Louis. The proposed sale of Anheuser-Busch, parent company of the "great American lager," to a Belgian company has become a rallying point for lawmakers playing to the populist view that America is being sold off bit by bit. (AP Photo/Whitney Curtis)
Cases of Anheuser-Busch's Bud Light sit next to a delivery truck during a delivery to a liquor store in Indianapolis, Wednesday, Oct. 26, 2005. Anheuser-Busch will release third quarter earnings after the market closes Wednesday. (AP Photo/Michael Conroy)
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Updating the sense of humor

"If you look at the humor that was relevant back in the '80s, '90s, early 2000s, it was very different than the humor that is right now," Bud Light vice president Alexander Lambrecht told Business Insider.

To modernize the brand's sense of humor, Bud Light turned to Seth Rogen and Amy Schumer, two comedians who Lambrecht describes as "relevant and real." The duo will lead the "Raise One to Right Now" campaign, which launches on Super Bowl Sunday and will continue in the coming months as the presidential election heats up.

Both comedians are known for portraying themselves as an everyman or everywoman -- Rogen with endless roles as a aimless manchild, Schumer literally starring in a movie called "Trainwreck." Their public personas aren't aspirational types who would be sipping craft beers. They are lovable because they are down-to-earth and relatable, a position that Bud Light would love to emulate.

Making over bottles and cans.

In December, Bud Light announced it had a new, very blue look. The redesigned cans and bottles feature a new logo, cut the color red, and returned the "AB" crest to labels after 14 years off of the packaging.

new bud light can

Bud Light

"Our inspiration for the design was very much looking forward, while finding inspiration in our past," says Lambrecht.

In other words, Bud Light is trying to emphasize authenticity in its design. That's a smart move in the age of craft beer -- if customers buy it.

Ditching traditional advertising.

Another lesson that AB InBev is learning from craft beer companies is the importance of nontraditional advertising.

Last year, Bud Light turned a small ski town into Whatever, USA, an experience-focused marketing stunt that provided a valuable blueprint for a new way to sell beer. With millennials' acute awareness of when they're being marketed to and the increased importance of authenticity, you can expect to see more experimental advertising from AB InBev in the coming months.

Social media is also increasingly important, something that plays a key role in the "Raise One to Right Now" campaign.

In addition to the now-expected Super Bowl ad, the brand will also have a custom Super Bowl emoji for #BudLightParty. Schumer and Rogen's online popularity provides Bud Light with the chance to catch consumers' eyes not just when ads are playing on television, but also online, where fans can share commercials organically -- if not out of love for Bud Light, then out of appreciation for the comedians.

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