*Project completed as part of coursework for educational purposes only.
Creative Team:
Ital Boganov, Michelle Miller, Frank Neufeld
The ask:
Bring ideas that put our beer front and center.
Drive recruitment with our younger audience (21-34 beer drinkers).
The challenge:
People (21-34 years of age) perceive Budweiser as outdated and enjoyed by an older generation – ‘Dad’s beer’.
The facts:
The 45+ age range makes up 79% of Budweiser’s total volume.
The 21-34 age range makes up 29% of recent volume gains.
The insight:
Distinct Audiences + American Values + Craving Normalcy
We looked at the Dad’s beer perception as the truth of the brand and wondered if we could lean into it, combining it with other insights from the brief to create a message that would resonate with the younger target audience.
One brand asset we looked at to help bridge the generational gap between audiences was Budweiser’s reputation as America’s beer and their corresponding values, specifically community and the idea of American family values.
This approach embraced the traditional strengths of Budweiser, acknowledging their current sales momentum, caused in part by the Covid-19 situation and the craving for familiarity and normalcy.
The solution:
Pass the Torch. The “torch” being a Bud that can be literally “passed” and at the same time stand for anything that connects the generations: values, music, sports, food, etc.
The Budweiser becomes a representation of the emotional connection between the generations.