Dive Brief:

• According to Anheuser-Busch InBev CEO Carlos Brito, Wieden & Kennedy will be handling a “revolutionary” campaign to get Bud Light’s sales back on track.
• Even though Bud Light has the largest share of the U.S. beer market at 17.5%, its sales-to-retailers is down this year.
• Brito took the unusual step of naming Wieden & Kennedy as the agency to handle the Bud Light campaign in an earnings call last week.

Dive Insight:

Bud Light may be the most popular beer in the U.S., but its sales-to-retailers is down this year so Anheuser-Busch InBev is tapping Wieden & Kennedy with what InBev CEO Carlos Brito called a revolutionary campaign in an earnings calls last Friday. Wieden & Kennedy won the Bud Light account this summer after a review.

Bud Light is dropping its "The Perfect Beer for Whatever Happens" campaign that was focused on millennials. A-B InBev U.S. Marketing VP Jorn Socquet told Ad Age, "Bud Light as a brand appeals to everybody. And everybody who is young at heart should be attracted to Bud Light, not just [young adults]."

Socquet said the new campaign will include celebrities and will kick off sometime between December and the Super Bowl in February. Bud Light will also undergo packaging changes.

Bud Light is the runaway leader in the U.S. beer market with a 17.5% share, but it is down 0.35 share points over the first nine months of this year.