Bud Light Lime: More Memorable than Miller Chill?

By Michael Shea

Schneider Associates

Last year, Miller Brewing Co introduced Miller Chill, which was not quite a top 10 Most Memorable product for 2007, but will the new Bud Light Lime have what it takes to achieve Most Memorable status in 2008?

Anheuser-Busch Cos. launched the new beverage in May, hoping for a successful summer 2008. Along with Miller Chill, BL Lime will look to compete with Corona, which is one of the more popular summer beers, and the best selling imported beer in the US. Budweiser has not positioned itself as an “outdoor beer” before; BL Lime is an obvious answer to this product void.

The Bud Light Lime Web site says, “Whether you are out in the hot sun, throwing a backyard bash or just in the mood for a change of pace, Bud Light Lime is sure to quench your thirst for something fresh, something new, something different. One sip and you’ll find the summer state of mind. It’s in ‘The Lime.’” This quotation makes it clear what they are trying to do with the new product launch.

To launch the new product, Anheuser-Busch Company did not stray from its traditional advertising schemes, as they promoted the beverage through a $35 million campaign that uses television, print and online media outlets. The Web site, www.budlightlime.com, features videos, ringtone downloads and the catchy slogan, “Summer. Not just a season but a taste.” Despite being a cliché summer tagline, the slogan works, as it directly pinpoints the idea of Bud Light Lime.

After reading several blogs comparing Bud Light Lime and Miller Chill, I came across an interesting poll, which asked readers to choose between BL Lime, Miller Chill, Corona with a lime, or none of them – the results had BL Lime winning at 56% (578 out of the 1030 total votes). The rest of the votes were Corona at 21%, Miller Chill with 13%, and None with 9%. If this poll can turn into sales for Anheuser-Busch, it will be a very special summer for the nation’s leading beer brewing co.

So, will Bud Light Lime be more memorable than Miller Chill? Will Corona maintain its top spot in the summer beer market?