A novelty in the American market

Aiming to meet the demand for natural products and new experiences, Bud Light brought a refreshing and tasty drink: a blend of its classic light lager and natural fruit juice. But how to communicate these attributes? The challenge for Narita was to create a package and a name capable of communicating this novelty in the universe of beers.

To better understand the North American market, the Narita team travelled to the United States and applied the Limbic Process®. It was through this process that the team was able to create a package with proprietary codes, one that fit the briefing and kept the identity of Bud Light.

read more