Gen Z isn’t big on alcohol compared to other generations. But that doesn’t mean they don’t enjoy a brewski from time to time. When they do indulge, Budweiser isn’t normally their first choice.
So rather than pandering to a generation's taste buds, we’ll meet them where they’re at with what they’re really interested in. Because Budweiser has never been just about the drink – it’s about what holding the iconic can says about you. Budweiser is the accessory you can sip.
Launch
A pop-up NYFW after party where every drink, no matter what you order, is served in a Budweiser can.
anything in a bud can
OOH
Vintage store takeover in Logan Square. Mannequins modeling the stores inventory would normally be seen wearing jewelry and bags, they are now found holding Budweiser as an accessory.
bottle models
Merch
No matter what you’re drinking, if it looks like a Budweiser it looks a whole lot cooler.
Social
& SUDDENLY YOU’Re FAMOUS
Budweiser will be selecting posts where a can or bottle of their beer is featured and buying that picture a whole lot of Instagram likes and comments.
hold this
Budweiser will be remaking and reposting their followers awkward hand placement pictures by giving them something to do with them.
digital
A Budweiser instagram story sticker pack. Featuring cans, bottles, cases, and campaign related merch items. Created to fix awkward and bare hands in photos.
Instagram stickers
Copywriter: Kellen Gallagher
Art Director: Abby Pallant