Budweiser: Red Lights

This case describes a campaign in Canada by Budweiser, the beer brand, which built on the country's love of hockey.

Budweiser: Red Lights

Agency: Anomaly Inc.Client: Labatt Breweries of Canada

Section I — Basic information

Business Results Period (Consecutive Months): February 2013 - March 2013

Start of Advertising/Communication Effort: February 2013

Base Period as a Benchmark: Calendar 2012

Section II — Situation analysis

a) Overall assessment

"We know that hockey is where we live, where we can best meet and overcome pain and wrong and death. Life is just a place where we spend time between games." —Fred "The Fog" Shero

Hockey is in the hearts of all Canadians and is also critical to...

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