Anheuser-Busch let the viewers of “Saturday Night Live” know last weekend that it has a new brew by buying up all of the national ads.
The brewer announced Oct. 5 that it was introducing a “more flavorful” light beer, Bud Light Golden Wheat, as the popularity of wheat beer grows. The beverage is the third brand extension under the Bud Light name: Bud Light Chelada and Bud Light Lime were both successfully launched in 2008, the company said.
News reports said it was the first time any one advertiser has purchased all of the national ads in the 35-year history of “Saturday Night Live”—11 overall—during one show.
As part of the deal, Bud hosted viewing parties that night with some clips of the parties shown on air. It also sponsored “Backstage with Bud Light Wheat,” a segment that showed never-before seen clips from “Saturday Night Live.”
The brand will continue to use entertainment and music to further promote the new brew.
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