bud light platinum
Last year’s splashiest new beer launch was Bud Light Platinum. Anheuser-Busch InBev blanketed the airwaves with ads for its beverage, which comes in a sleek, dark-blue bottle and has 2 percent more alcohol than its mother brand. Almost immediately, the new brew became the subject of ironic fascination in the blogosphere. “Tastes weird, more filling, sells like crazy,” Amos Barshad wrote on BuzzFeed in a piece entitled, “The Triumph of Bud Light Platinum, Millennium Party Fuel.”
AB InBev (BUD) tried to capitalize on the brand’s popularity by hiring the multifaceted entertainer Justin Timberlake as the brand’s “creative director.” “Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I’m doing,” Timberlake mused in a statement. “I’m looking forward to not only being a part of the creative process, but in bringing other talented musicians to the forefront as well.”
Then, on Tuesday, AB InBev released disheartening news about the brand: Platinum’s growth slackened in the first quarter of 2013, compared with its “exceptionally strong” first three months of last year when the new light beer was unveiled.
In other words, Bud Light Platinum seems to be a victim of its own success. Or perhaps Bud Light drinkers put more of a premium on flavor than refinement. AB InBev said the decline of Platinum was “partially offset” by the growth of Bud Light Lime Straw-ber-Rita and Bud Light Lime Lime-A-Rita, both of which also made their debuts last year to considerable wonderment.
Or could it be that they want more alcohol? Lime-A-Rita has 2 percent more than Platinum. Who needs a creative director when you have that as a selling point?
Anheuser-Busch announced Thursday that it had hired the actor and musician to be the “creative director” for its Bud Light Platinum brand.
What exactly does that mean? It’s not entirely clear, but the company said in a statement that Timberlake would “provide creative, musical and cultural curation for the brand,” and will appear in a Bud Light Platinum commercial set to air on Sunday during the Grammy Awards.
“Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum’s identity in the lifestyle space,” Anheuser-Busch (BUD) vice president of U.S. marketing Paul Chibe said in a statement. Timberlake said Bud Light Platinum “brings a refined, discerning aesthetic to beer that plays well with what I’m doing.”
Timberlake is the latest in a series of musicians to snag “creative director” gigs with big companies. Last week, struggling smartphone maker BlackBerry (BBRY) tapped singer Alicia Keys to be its creative director, a title given to Lady Gaga by Polaroid and to will.i.am by Intel (INTC, Fortune 500).
i’m more of a coors light drinker…. but if he’s sellin bud, I guess I’ll switch lol