Reader advisory:
There is some tongue-in-cheek in what follows.
There is some tongue-in-cheek in what follows.
"It's Bud Light... but don't ask how me it's special. i'm just a party animal."
Bud Light has long pitched itself as a party-hearty staple. But from Spuds Mackenzie to "Up for Whatever," the brand has never had a product-based claim to link the beer to the party. Sure there were always plenty of alluring girls, fun locations, and rock music, but the question remained unaddressed: What makes Bud Light so special for a party? What makes it unique?
Well, we've stumbled on a pretty darned good answer from an unexpected source. Before we say where it came from, here's the new claim we propose for America's #1 beer...
Well, we've stumbled on a pretty darned good answer from an unexpected source. Before we say where it came from, here's the new claim we propose for America's #1 beer...
Bud Light is the beer that keeps your senses sharp,
so there's no reason to stop the party!
Boom.
so there's no reason to stop the party!
Boom.
Prototype package design for government approval
Now when you're getting ready for the party--a couple of 6-packs after work, or several cases with friends all night--you don't have to worry that you'll dull your senses by drinking... as long as you keep downing Bud Light. Finally, a never-before-offered, provocative claim for this light beer!
What's that you say? There's no way you can claim a beer "keeps your senses sharp." That'd be prohibited by federal law. Or would it?
What's that you say? There's no way you can claim a beer "keeps your senses sharp." That'd be prohibited by federal law. Or would it?
The rules are VERY specific!
Well, the Alcohol Tobacco Tax & Trade Bureau (TTB) does have very specific rules about claims like that in Title 27, Pt 7, para. 7.54.
"Prohibited statements" include health statements "of a therapeutic nature"
and "statements that imply a physical or psychological sensation result(ing) from consuming the malt beverage." Like sharp senses?
Craft beer does it
But wait! Good news for Bud Light! Those rules must be out-of-date! Or ignored. How do we know? Well, there's at least one major craft beer out there claiming it "keeps your senses sharp." And it's selling very well. While Founders All Day IPA has more alcohol than any light beer, that alcohol apparently doesn't dull a drinker's senses. It says so right there on the label. And Founders had to get that copy approved by the TTB, so it must be a legit claim for a beer. Especially so for an even lower-alcohol light beer.
"Prohibited statements" include health statements "of a therapeutic nature"
and "statements that imply a physical or psychological sensation result(ing) from consuming the malt beverage." Like sharp senses?
Craft beer does it
But wait! Good news for Bud Light! Those rules must be out-of-date! Or ignored. How do we know? Well, there's at least one major craft beer out there claiming it "keeps your senses sharp." And it's selling very well. While Founders All Day IPA has more alcohol than any light beer, that alcohol apparently doesn't dull a drinker's senses. It says so right there on the label. And Founders had to get that copy approved by the TTB, so it must be a legit claim for a beer. Especially so for an even lower-alcohol light beer.
This claim is apparently government-approved.
So, go to it Bud Light! No reason the craft brewers should get to play by a looser set of rules. After all, they're the ones always whining that BigBeer benefits from favoritism. Fair's fair.
Just imagine this recent "Don't stop the party" Bud Light ad featuring Pitbull updated with the "Keep your senses sharp!" claim.
Just imagine this recent "Don't stop the party" Bud Light ad featuring Pitbull updated with the "Keep your senses sharp!" claim.
It'd be just about irresistible!
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