Creating The Campaign
Against the backdrop of consumers' increased interest in corporate citizenship and its effect on a brand's favorability, Anheuser-Busch (AB)-America's largest brewer-recognized a need to communicate to key segments of their consumer base in a new way.
Taking a measured approach guided by national polling, the brewer launched a reputation campaign focused on its major economic investments, game-changing commitments to sustainability, and product innovation announcements that pushed the bounds of the industry. In the first year, AB saw an incredible 8-point increase in favorability among target audiences who were learning—for the first time—about the company. But in each...