Budweiser Red Lights

This case study describes a campaign in Canada by beer brand Budweiser, which created hockey 'red lights' to increase its association with the sport and sales.

Budweiser Red Lights

Agency: Anomaly TorontoAdvertiser: Labatt Breweries of CanadaBrand: BudweiserCountry: Canada

Objectives

Core business objectives:

  1. Drive Budweiser brand preference (Top 3 preference) with 19 —to 34-year-old Canadian men in Q1 2013.
  2. Increase weekly consumption from February to March 2013.

Core communication objectives:

  1. Generate 21.5 million earned impressions nationwide (Canada's population is 34 million).
  2. Increase ad awareness vs. last year's hockey campaign.

Strategy

"A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be" — Wayne Gretzky

Molson, one of Budweiser's major competitors,...

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