What was the irrefutable consumer insight?

Our generation feels pressure to live up to others' expectations of what we should do and who we should be.

Describe the marketing challenge.

A deep ethnographic study of Budweiser revealed that it is a brand that is held in high esteem by Americans, but isn't relatable. It is a brand that belongs in the museum to be forever remembered, but not relevant today. People still love the brand but sales have dropped steadily for the past 20 years.

ABI found an opportunity to reconnect with consumers at Super Bowl LI; the most widely watched sports event in the United States, but also one with over 50 advertising spots and marketers vying for consumers' attention with some of the strongest creative of the year. In this advertising environment, breaking through with the brand's message and meaningfully impacting brand perceptions was a challenge.

ABI sought to translate the consumer insight around pressure to conform to expectations into asserting that Budweiser is for those who "live life on their own terms" and have the ambition and drive for it. The brand felt it could credibly speak to this due to having established itself as a brand with a heritage of being brewed on its own terms despite changing beer trends.

What was the methodology?