Background
Budweiser, an American-style lager, was introduced in 1876 by Adolphus Busch. Budweiser is now positioned as “The King of Beers”—a classic American lager that represents tradition, pride, and authenticity. It’s rooted in values of hard work, camaraderie, and national pride, while increasingly evolving to stay relevant with younger, more diverse drinkers. Over the years, Budweiser has become one of the most recognizable beer brands in the world, with a rich history and a loyal following of fans.
Tricks of the 'Trade'
The brand’s marketing efforts have often leaned on national, one-size-fits-all strategies that underdeliver in culturally specific experiences. At a macro level, we needed to develop trade assets that can scale and align with current initiatives. That was our focus when for the first portion of the project.
Visual Vibes
With macro trade assets done, we switched focus to regional experiences and imagery. The goal was simple: Reconnect with Houston’s consumer base that was driving sales through culturally relevant storytelling and vibrant imagery.
Celebration Fit for a King
We built and hosted an event that celebrated our target consumer's culture in Houston. The event included a Q&A session followed by a live concert by Slim Thug, a prominent name in Houston music. We produced and live-streamed the event as well.
