Bud Light Rally: Product Launch Recommendation Plan
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The Challenge: This project imagined a new non-alcoholic product under the Bud Light brand — Bud Light Rally. The challenge was to create a launch strategy from the ground up, positioning the product in a highly competitive and fast-growing category.

The Insight: Younger consumers are drinking less alcohol but still want to participate in social experiences. They’re looking for options that are inclusive, health-conscious, and culturally relevant without sacrificing the “fun” associated with beer.

The Big Idea: “Rally Together” — positioning Bud Light Rally as a beverage that brings people together, with or without alcohol. The product becomes less about the drink itself and more about the shared experiences it enables.

The Strategy: The launch plan was designed as a 360° campaign, blending advertising, PR, social media, influencer marketing, and employee engagement. The approach focused on building awareness, driving engagement, and sparking conversation around inclusivity and connection.

The Execution

  • Campaign concepts tailored for digital-first audiences.

  • Influencer and PR activations to fuel early buzz.

  • Social content aligned with Gen Z humour and cultural trends.

  • Internal initiatives to align employees as advocates.

  • A phased roadmap covering pre-launch hype, launch-day momentum, and post-launch sustainability.

The Impact: As a conceptual launch, the project demonstrated the ability to build a brand identity, differentiate against competitors, and deliver a full-scale marketing strategy. Bud Light Rally was positioned not just as a product, but as a cultural statement in the non-alcoholic beverage space.