Budweiser: The Debut (Oscar na NBA)

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Advertiser: Anheuser-Busch InBevBrand: BudweiserAgency: AFRICACountry: Brazil

Objectives

In Brazil, the beer category is undergoing a sysmic shift.

In a not so distant past, the category was much less complex. It was concentrated in a handful of "big league" players fighting basically for price and distribution. In terms of communication, each brand tried to take a position among consumers, but in reality it all came down to a fight for being Top of Mind. Albeit being huge, and very important for Brazilian culture, the category was commoditized and largely undifferentiated.

But in the past...

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