Budweiser: Bigger Picture

Budweiser, the beer, broke away from its iconic Super Bowl advertising tradition to support the COVID-19 vaccine drive in the US.

Objectives

1: Rebuild Relevance

Budweiser is one of the most iconic brands in America and has always been part of iconic moments in American culture, like its 37-year streak at the most iconic American stage, the Super Bowl. But what was once the King of Beers, top 5 in Volume for decades, had lost relevance amongst core consumers and younger generations — inevitably, leading to a consistent drop in sales. Budweiser needed to re-assess its connection to American culture and rebuild its relevance by associating with something Americans care about.

2: Saliency

As Budweiser reassessed our connection to American culture,...

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