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There are several things I find terrifying about this visual. None more so than the line: “Now back for a limited time!”

However, I have to admit I didn’t notice the “Now back” line at first, because I was so fixated on the horrifying camel of a package, which to me was creating a perfect storm with the brain-curdling, taste bud-thrashing mash-up that is this product. I grabbed this screen because I wanted to talk about all of that. How the label was so impossibly busy…how the confused mix of light beer, cranberries and margarita was so contrived…how the whole thing somehow perfectly failed to tie into my idea of a fiesta, especially in November…how it just could never, ever catch on and be purchased by anyone.

But then, and only then, did I notice the line. “Now back for a limited time!”

“Now back.” It came back. Bud Light Lime Cran-brrr-rita came back. It was here. People bought it. So many, in fact, that it is back.

So once again, the lesson is reinforced. With proper distribution, a massive budget and a buying public that will apparently consume pretty much anything sweet and alcoholic, anything is possible.

~ Adam Schnitzler, CCO, The S3 Agency


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