Bud Light Launches Summer Campaign with UFC's Dustin Pourier

Bud Light just unveiled a new summer campaign that aims to appeal to its wider audience, with features from UFC fighter Dustin Poirier and country singer Zach Bryan.

In its first spot "The Walkout," the Bud Light genie character it previously introduced during its Super Bowl campaign makes a return, granting the wishes of three friends at a bar.

Stoked to have this squad in my corner for #UFC302 👊 @budlightpic.twitter.com/dJqSbIID3G

— The Diamond (@DustinPoirier) May 21, 2024

One wishes to be taller, and the genie gives him a few extra inches of height. The second friend wished for aliens to be real, so the genie poofed one in his presence. The last friend wished to hang with the UFC's Dustin Poirier, who then popped up right beside her.

The group of friends then make their way to the octagon together with the former Interim UFC Lightweight Champion, enjoying a fight over an ice-cold Bud Light. 

Bud Light's "Keep It Easy" sees people putting cans of beer close to their faces to deal with the summer heat. 

"Summer's here and so too are its many challenges. Heat that won't quit, beers that won't fit, hammocks that won't hammock, screen doors that appear out of nowhere, flips that flop a little too much," the narrator shares.

To curb these challenges, the narrator encourages summer enjoyers to keep it simple and cool and to keep it coming. 

The spot ends with its title, as people finally catch a break with a Bud Light on their hands.

Bud Light Is Reclaiming Its Glory

As UFC's official sponsor, the alcoholic beverage brand sought to attract its fanbase following a slump in sales throughout 2023, all due to its collaboration with trans influencer Dylan Mulvaney. 

Following the incident, it had since bumped up its brand collaborations, eventually leading the brand to reclaim its former glory.

"We believe that summer should be easy to enjoy, and this summer the Bud Light Genie will remind fans what the season is all about, creating unforgettable experiences with friends over an ice-cold Bud Light" Bud Light VP of Marketing Tod Allen said.

Made with AB InBev’s in-house agency draftLine, the latest efforts from the beer brand also include a chance for fans to stand alongside Poirier at his weigh-in for the upcoming UFC 302 event, as well as a chance to participate in a post-show pool match with country singer Zach Bryan.

According to Allen, Bud Light will continue to focus on producing "top-of-the-line" creative across its channels, in partnership with the NFL, UFC, and more.

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