Shock Top (Anheuser Busch): Unfiltered Talk

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.

Advertiser: Anheuser-Busch InBevBrand: Shock TopAgency: AnomolyCountry: Canada

Objectives

The biggest problem Shock Top had to overcome was that 60% of Americans had never heard of the brand. Given the growth of the category and Shock Top's decline in 2015, we had aggressive objectives to meet within a two-month period:

Core business objectives:

  1. Increase awareness with 21- to 34-year-old men in Q1 2016
  2. Increase weekly consumption for P3M in Q1 2016

In order to further drive brand affinity and awareness, we set two main communication objectives:

Core communication objectives

  1. Generate 300 million earned impressions...

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