ANHEUSER-BUSCH INBEV / The world’s largest brewer finds its success in building distinct, purpose driven brands. Exciting wholesalers and inspiring consumers requires best-in-class platform thinking and trade execution.
Bud Light. The Comeback After Covid.
Challenge:
In the midst of the pandemic, consumers were isolated at home, missing the live experiences that once defined their entertainment. Sporting events eventually continued, but with empty stadiums and no fans in attendance. For Bud Light, this meant a massive loss of revenue from in-stadium beer sales, which were a core part of their business. With fans stuck at home and traditional sales channels disrupted, Bud Light had to adapt. Our challenge was to reignite engagement with the brand by reminding fans that Bud Light was still a big part of watching sports, and activate easy ways for fans to get Bud Light at home.
Opportunity:
One of the best ways to enjoy sports is live. If Bud Light couldn’t get fans to the stadium, we saw an opportunity in bringing the stadium experience to fans. We introduced “Your Neighborhood Bud Light Vendor,” a campaign that brought the beloved stadium beer vendor directly to people’s homes. Through BudLight.com, fans could locate a nearby retailer and have Bud Light delivered while enjoying the game from the comfort of their couch. The campaign targeted specific game moments with integrated tailored ads across multiple channels, including TV, social media, radio, and retail kits.
New bottle design for Pride’s 50th. The campaign garnered over 80 million impressions, and Bud Light donated $$ to GLAAD for every case sold. Sometimes the best way to protest is to party.
We wore green in 2019 with a green and gold-gilded St. Patricks Day version of the Bud Light Bottle. The shamrock is adorned with a Celtic knot and the Bud Light crest was translated into Gaelic. Éirinn go Brách!
Bud Light Merchandising 2019 / Lolla Palooza / Bud Light Dive Bar / Pride / Urban Outfitters / Post Malone. Elevating Bud Light’s merch game in 2019 with custom gear that people not only wanted to wear, but would actually pay for.
Michelob Ultra. Delivering Awards. Organically.
Challenge:
Michelob Ultra Pure Gold is the first mass produced USDA-certified organic beer. Michelob Ultra already had a strong identity among health-focused, active adults, so the introduction of an organic variant was a natural extension of the brand. However, we needed to differentiate this product not just as a healthier option but as a premium experience that aligned with consumers’ lifestyle values. Our challenge was to introduce Michelob Ultra Pure Gold to a broad consumer base while driving trial and awareness and help position the organic beer in a market where consumers were becoming increasingly health-conscious but still viewed beer as a traditionally indulgent product.
Opportunity:
The USDA Organic certification is more than just a label; it represents a rigorous standard that consumers increasingly associate with health, sustainability, and premium quality. This became a powerful marketing tool for Michelob Ultra Pure Gold, which capitalized on these associations. We created an organic reward system in partnership with Amazon and Whole Foods where shoppers earned points by purchasing other USDA Organic products when they purchase Pure Gold. Points could be used for discounts and trips to some of the most natural places in the U.S.
Budweiser
One of the longest running relationships in the league needed an iconic reboot: Say hello to Major League Beer.
Stella Artois
Stella Artois | Host One to Remember | Leveraging consumer occasions is standard strategy for most beer brands. Stella Artois wanted to encourage Millennials to host there own memorable moments. Sometimes the artifacts of the occasion tell the best story.
Goose Island
