Bud Light’s hotly-anticipated hard seltzer is set to hit shelves next week. Ahead of the launch, the brand just ran its first TV commercial for the product, in what is expected to be an extensive campaign.
The 15-second ad, which aired this weekend during the National Football League wildcard playoff games, ditched the company’s “Dilly Dilly” kingdom and slogan, and instead focused on the tiny town of Seltzer, Pa.
The commercial features the fictional mayor of the town, Randy Diaz, who is preparing to deliver a televised address. “If you like Bud Light, you’ll love Bud Light Seltzer,” Diaz says, adding, “If you don’t love Bud Light, you’ll love Bud Light Seltzer.” Diaz then continues to practice the pronunciation of the word “seltzer” as an aid applies makeup.
Located around 100 miles northwest of Philadelphia, Seltzer received the first taste of Bud Light Seltzer in December 2019, when parent company Anheuser-Busch InBev (A-B InBev) delivered a shipment to a shop in the small town as part of a marketing stunt.
Bud Light Hard Seltzer Release Date
Bud Light Seltzer launches nationwide on Monday, Jan. 13. It will become the third hard seltzer in A-B InBev’s portfolio, joining Bon & Viv and Natural Light Seltzer. The new line will be available in four flavors: black cherry, lemon-lime, strawberry, and mango. Each flavor will be made from cane sugar and natural fruit flavors, with 12-ounce cans containing 100 calories.