Budweiser Red Lights
Agency: Anomaly TorontoAdvertiser: Labatt Breweries of CanadaBrand: BudweiserCountry: Canada
Objectives
Core business objectives:
- Drive Budweiser brand preference (Top 3 preference) with 19 —to 34-year-old Canadian men in Q1 2013.
- Increase weekly consumption from February to March 2013.
Core communication objectives:
- Generate 21.5 million earned impressions nationwide (Canada's population is 34 million).
- 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,...