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Budweiser
Budweiser Made in America

RAN IN: United States

CLIENT
Anheuser-Busch InBev

Paul Chibe - VP, US Mktg.
Rob McCarthy - VP, Budweiser
Lori Shambro - Director, Budweiser
Mike Thompson - Brand Manager, Budweiser

AGENCY
Translation *Lead Agency

Chris Cereda - CCO
John Greene - Sr. Partner, Chief Strategy Officer
Steve Stoute - Founder, CEO
John McBride - Partner, Strategy Director
Patience Ramsey - VP, Music & Cultural Experience
Michael Stoopack - Group Acct. Director


Roc Nation


Live Nation


SUMMARY

Young adults saw Budweiser as their grandfather's beer - between the ages of 21 and 27, only 1 in 3 Americans ever drank a Budweiser. Budweiser needed to evidence how it was a vibrant part of the lives and culture of today's legal-drinking-age young adults. To inextricably connect Budweiser to the spirit of today's America, we launched a first-of-its kind, brand-created-and-owned festival, Budweiser Made in America. This experience forced reappraisal of Budweiser, drove positive brand perceptions and became a movement beyond advertising, inspiring a documentary feature film by Ron Howard.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: TV,Social Networking Applications,Interactive

Audience: Young Men (20-35),Young Women (20-35)

Objectives: Change brand image

Type: Business-to-Consumer

Classification: National

Language: English