Anheuser-Busch InBev
Background
Anheuser-Busch InBev (ABIn Bev)owns Bud Light, once the undisputed king of American beers. After the negative backlash of the Dylan Mulvaney campaign, the brand has suffered a billion-dollar sales drop.
How can AB InBev regain audience favor after a brand shift that caused dissatisfaction?
Team Members: Alicia Tuff, Alyssa Dudinyak, Maria Abreu
Research
Research
A billion dollar flop
The backlash from the Dylan Mulvaney campaign resulted in a potential loss of $1.4Billion in sales.
A billion dollar opportunity
Bud Light's brewer (AB InBev) lands Olympics deal, but with a twist: a focus on non-alcoholic beverages.
Rather than using Bud Light the brewer wants to send a message of “moderation, celebration and connection.”
Despite disconnect, Mintel research indicates opportunity for Olympics
50%
of Millennials are sober curious
62%
Looking for booze-free options
3 Big Buts
-
Anheuser-Busch InBev took a leap of faith
BUT
Didn’t stand behind their actions
-
Millennials are craving social connection
BUT
They buy from brands with a social conscience
-
The Olympics are meant to be a time of peace
BUT
Anheuser-Busch InBev caused major division
Insight: When it comes to unforgettable celebrations, it's the company, not the beer that creates the buzz
What we delivered
What we delivered
Celebration is Universal
A branded experience where Olympic watchers looking to enjoy the games without the brew can come together & cheer Team USA
DIGITAL Showcase Bud Light collages across social (stories/posts) and website (banners). Replicate this throughout the year for major sporting events (Olympics, etc.) and leverage user-generated content (with permission) to boost engagement.
EXPERIENTIAL Bud Light transforms Sports & Social (Miami) & Joe's Sports Bar & Grille (CA) into branded havens, echoing "Because celebration is universal" tagline.
TIME BASED This commercial showcases two passionate fans from different countries getting pumped up for their respective Olympic events. Through their contrasting routines the ad emphasizes that Bud Light is the perfect beer to enjoy no matter the sport you're cheering on.
Measuring SuccessIncrease in Corona Cero sales by 2%
Poisitive on mentions and UGC of Corona Cero or ABinBev
