Real Women Drink Beer: Bud Light Claims Drinkability

Drinkability' is Bud Light's new buzzword.

Anheuser-Busch tries to disprove the theory that all light beers taste the same in a new $50 million campaign for Bud Light, accompanied by the tagline: "The difference is drinkability."

TV spots, via Havas' Euro RSCG, Chicago, will break during college football telecasts this weekend. Baseball stadium signage also sports the new tagline. (Omnicom's DDB in Chicago has also fashioned upcoming commercials in the campaign.)

All six spots show a beer-drinking occasion, such as a backyard bash, a pool party and a tailgate gathering. Three of the spots begin with a reveler stating that either light beers are the same, taste the same or "fill me up." Then everyone freezes as an actor strides through the still scene defining the term "drinkability." One ad explains the concept of "being easier to drink" by illustrating the difference between drinking a raindrop or hail, a bottle of beer or a bottle of hot sauce. Another ad tries bolstering Bud Light's claim of "having just the right taste, not too heavy, not too watered down" by demonstrating drinkability as the difference between eating carrot sticks and a stick, and drinking bird bath water versus spring water.

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