Budweiser Light Up The Nation

Budweiser, the American beer brand, turned a physical product into media to increase sales among hockey enthusiasts in Canada.

Campaign details

Agency: AnomalyAdvertiser: Labatt Brewing Company Ltd.Category: Building Brand Equity

Section I — Case Parameters

Business Results Period (Consecutive Months): February 2016–November 2016Start of Advertising/Communication Effort: February 2016Base Period as a Benchmark: February 2015–November 2015Geographic Area: CanadaBudget for this effort: Over $5 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

The Budweiser Light Up the Nation campaign consisted of an incredible blend of innovation, promotion, and sales-driving tactics that the beer category had never seen...

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