Dive Brief:

• Bud Light continues to charge forward with the #UpForWhatever campaign be offering "12-ounces of inspiration" in each beer bottle with new labels. 
• The beer brand is printing over 100 different phrases on bottles like "perfect beer for when you're eating breakfast meats outside of breakfast hours."
• The #UpForWhatever campaign also includes a TV spots that will run during college bowl games and the NFL playoff. 

Dive Insight: 

Bud Light seems to be going on the marketing offensive to combat the popularity of smaller name craft beers. Ad Age reports that an A-B InBev spokesperson said that it will focus on "more quality messaging" in 2015. By focusing on the idea that Bud Light equals "spontaneous fun," the beer hopes to turn the tide away from craft beer. This will be a trend to watch for 2015.