Budweiser: Bigger Picture

Budweiser, a beer brand, launched a campaign in the US with the goal to normalise the act of getting vaccinated to help get the country back together again safely.

Situation Analysis

In December 2020, news broke that a COVID-19 vaccine had been authorized for emergency use in the U.S. However, roughly 70% of Americans said that they wouldn't get the vaccine as soon as it was available, a number that could further delay the country's return to normalcy. Budweiser scrapped its existing Super Bowl plans and ended a 37 year in-game ad streak to instead take action to help support vaccine awareness and education through a partnership with the Ad Council and COVID Collaborative's COVID-19 Vaccine Education Initiative. With a history and heritage of doing good, the brand knew...

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