Flavored? Glow-in-the-dark? A-B InBev.

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November 9, 2015

In a desperate attempt to gain back young drinkers with tricks children enjoy, A-B InBev is going to dangerous lengths. A-B InBev hopes that its release of Oculto, a new tequila-infused citrus-flavored beer, will lure Millennials back to the A-B InBev stable and brands such as Bud Light.

With a campaign based on elaborate masks, whispered secrets, and mysterious club parties where new drinkers are indoctrinated into the brand, more brand ambassadors join the Oculto fold. Yes, it does sound like a dangerous cult or hazing ritual.

Like other alcohol brands hoping to appeal to youth and attract those who would otherwise reject beer, A-B InBev is focusing the majority of its Oculto marketing strategy on social media, e.g. Instagram. The label includes a glow-in-the-dark, Day-of-the-Dead-inspired skull that looks and acts like a children's decoration. While A-B InBev attempts to illuminate the Oculto brand label, the risk of harm to young people inside the bottle glows brightly.