Advertiser: Labatt Brewing Company Ltd.
Category: Building Brand Equity
Section I — Case Parameters
Business Results Period (Consecutive Months): February 2016–November 2016
Start of Advertising/Communication Effort: February 2016
Base Period as a Benchmark: February 2015–November 2015
Geographic Area: Canada
Budget for this effort: Over $5 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
The Budweiser Light Up the Nation campaign consisted of an incredible blend of innovation, promotion, and sales-driving tactics that the beer category had never seen before. This campaign allowed Budweiser to turn our physical product into media while using a blended approach that tied the brand directly to one of the most powerful sports moments in Canada, the hockey goal (matching message to medium). Within three weeks, Budweiser had over 500,000 goal-synced glasses (entertainment/technology) in the hands of hockey fans, driving massive brand association to the sport while generating a promotion that truly elevated the game-watching experience for fans (building brand equity).