Sara B.

Assignment:

 

Rally Budweiser fans to celebrate the Blue  Jays and to mark the end of Covid related restrictions and reconnect after a year away from the outdoor life. 

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Challenges:

 

Budweiser market share regression is the result of a shift in drinking behavior among the younger segment of consumers.

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Two major trends are changing the drinking landscape: The clientele aged 18-34 (38.7%) is not interested in beer as much as hard liquor. Millennials + Gen Z are embracing non-alcoholic options more than any other generation before them.

 

This segment of consumers is behind the explosion of the craft beer market, citing claims of authenticity, supporting local businesses, and palpable difference of taste. 

 

Solution:

 

Canadians were looking for fun and freedom for summer 2021.  That’s why the “BestBuds” campaign main idea is to celebrate Budweiser's rebellious history along with the Blue Jays legacy by reinventing the idea of a speakeasy, for a summer to remember, through a calendar of amazing outdoor events accessible through the Budweiser app.

 

The campaign was both digital and IRL and relied also on promoting artists from Toronto featuring the two brands on day-to-day items, to generate clout and increase online reach.