Agency Republic has won the digital advertising account for Anheuser-Busch beer brand Bud Light after a final two-way pitch against RMG Connect. Tribal DDB and Red Urban were knocked out at an earlier stage.
The account includes the UK and Ireland although the relationship could be expanded across Europe. It is unclear if there was an incumbent on the account or how much it is worth.
The brief is understood to be to part of a major push by A-B to generate interest around the brand in Europe and capitalise on heightened concerns about alcohol-related health problems.
Bud Light was launched in 1982 as Budweiser Light, a lower calorie variant of its Budweiser pale lager brand. It contains 110 calories per bottle and is 4.2% ABV.