Mixxtail: Brand Creative Exploratory
No Bartender Necessary: Bud Light Introduces Cocktail-Inspired Beverages
The situation and execution:
Bud Light, the brand behind the wildly successful Bud Light Lime Ritas, was about to introduce a new cocktail-inspired drink: Bud Light Mixxtail. Bud Light MIXXTAIL is an 8%* ABV cocktail-inspired beverage available in three flavors – Long Island, Firewalker, and Hurricane – that combines the great taste of America's favorite cocktail flavors with the uniquely smooth and refreshing finish expected from a Bud Light. Bud Light has a history of success with new product innovations and expects similar results for the new Bud Light MIXXTAIL line. As their agency of record across a few brands, and lead social agency, our client assigned us the initial brand campaign look and feel to help launch the new product. The samples here are from both the work and exploratory phases.
