Budweiser: Born the Hard Way

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

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 b