Budweiser

Big Idea // The Budweiser Beer-B-Q Cookoff   

Tagline // The Father of Beers

Katie Blechinger // Copywriter • Art Director •
Researcher • Strategist

Marcela Villalobos // Art Director • Graphic Designer •
Motion Media Specialist • Researcher • Strategist

Makumbi Muleba // Graphic Designer • Interactive
Designer • Researcher

Kennedy Franklin // Researcher
Deliverables // Campaign Concept • Video • Organic Social Media (Facebook, Instagram, Twitter) • Out-of-Home • In-Store • Packaging • Webpage

The goal of this campaign was to find a way for Budweiser to engage with younger consumers (ages 21 to 34) while staying true to the brand. 

From our research, we learned that this demographic associates Budweiser with older generations and their parents — they see it as a "dad beer." So, we took this perceived flaw and turned it into an opportunity for our audience to celebrate with and learn from the fatherly figures in their lives with Budweiser at the core. Our tone was positive and lighthearted with plenty of dad humor.

We created the first annual Budweiser Beer-B-Q Cookoff on Father's Day Weekend (Saturday, June 19, 2021) in 12 cities across the nation. Teams were challenged with showing off their most creative use of Budweiser in a recipe for a chance to have their dish featured on the cans. This brought together multiple generations and showed that, despite our differences, we can still enjoy some of the same things together.
Campaign Overview Video
Pre-Event
Social Media
Out-of-Home
In-Store
Packaging
Campaign Landing Page
Post-Event
Social Media
Packaging
Can Design with Recipes
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