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Case Study: Bud Light



Anheuser-Busch wanted to stretch their market share from 42% to 50%. They hired Fusion to help in that effort, despite the fact that we are a fraction of the size of A-B’s other primary agencies (DDB and Goodby/Silverstein).


In addition to producing an average of 15 to 20 television spots a year for Bud and Bud Light, we pitched in on several tactical assignments, including package design, promotions and sports marketing. Many of the latter involved introducing new brands or helping to give the flagships more of a contemporary edge to gain younger beer drinkers.


Bud Light enjoyed double-digit growth to become the #1 beer in the U.S., Budweiser maintained its category lead and despite a flat domestic market, Anheuser-Busch reached a 50% share. While we can’t take sole credit, we’re extremely proud of the contribution Fusion made to this success.

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