AB InBev turns copytesting into a driver of creativity

Anheuser-Busch InBev, the brewer, modified its approach to testing advertising in a way that has nurtured ideas rather than simply approving or rejecting ads based on simplistic scores.

Budweiser spent an estimated $5 million on a 2018 Super Bowl ad that not only didn’t feature any prancing Clydesdales, but didn’t even talk about beer.

Instead, the message showcased employees at one of its breweries filling cans with water that would be sent to help victims of natural disasters.

Jodi Harris, VP/marketing culture and learning at Anheuser-Busch InBev, the brewing giant that owns Budweiser, revealed that this altruism-led commercial went on to receive two billion impressions by the Monday after the NFL season-closer – as well as claiming third position in USA Today’s Ad Meter, an annual consumer survey...

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