Budweiser: Brewing Change

Budweiser, a beer brand, created a scholarship and internship programme in the US to provide educational and financial support for Black STEM students interested in a career in brewing.

Campaign details

Brand: BudweiserAdvertiser: Anheuser-BuschAgency: Allison+Partners

Situation Analysis

The deaths of George Floyd, Ahmaud Arbery and Breonna Taylor propelled the Black Lives Matter movement to the forefront of American culture, gripping the country and the global community in conversations about systemic issues of racism faced by Americans of color, specifically Black Americans. As a result, corporations were called on to act and be accountable for their own diversity gaps - especially with internal representation.

Only 0.6% of American brewers are Black. As America's beer and the world's most valued beer brand in 2020, Budweiser wants...

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