ABInbev, Bud Light: Victory Fridge

Bud Light, a beer brand produced by Anheuser-Busch InBev, promoted its product in the US by launching a set of smart fridges that automatically unlocked when the Cleveland Browns football team finally won a game.

"They call 'em victory fridges. It's maybe the greatest promotion in the history of promotions."

- Joe Buck, Broadcaster

"If you think about it, one of the great beer-marketing schemes ever."

"Crack open the victory fridges cleveland browns have finally won a game."

When The New York Times, The New York Post and FOX News squarely align on a topic, it's got to be big.

And Victory Fridge was, in fact, big.

It was Bud Light's biggest, most talked-about campaign of 2018. The story was so big, it generated more social conversation than the brand's multi-million dollar Super Bowl efforts...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

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

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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