Bud Light differentiated the brand by becoming the first beer to put nutrition labels on the the packaging. They invested a lot in increasing awareness, including making it the focus of their Super Bowl commercial, which they surrounded on Twitter:
But people on Twitter met the news with a “meh” response:
We had noticed a content trend on Twitter: prompts. “Tell us X and we’ll give you Y.” We pitched an idea in an email to Bud Light that inspired a way to own the Twitter conversation—give the nutrition label for anything:
Twitter came through. Bud Light owned the timeline for the day and found a way to get people to care about nutrition labels. They also found a repeatable execution they used repeatedly:
