AB InBev turns copytesting into a driver of creativity

Anheuser-Busch InBev, the brewer, modified its approach to testing advertising in a way that has nurtured ideas rather than simply approving or rejecting ads based on simplistic scores.

Budweiser spent an estimated $5 million on a 2018 Super Bowl ad that not only didn’t feature any prancing Clydesdales, but didn’t even talk about beer.

Instead, the message showcased employees at one of its breweries filling cans with wate

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands