Bud Light is an all-time favorite beer in the United States and many countries, not the case in Mexico. In Mexico it is a brand mostly known in the north of the country, second or third to the leader of the region, with no big budget and less distribution than its competitors, due to exclusivity contracts.

Bud Light had to crack the code and try to be relevant and build brand awareness facing this situation.

We thought of a way to still have a beer in the morning without anyone looking funny at you at work, at school, or at your own house!

We produced a cereal made of the ingredients of Bud Light: barley and rice.

In lack of a big budget to compete with big money-spending brands, we designed a strategy focus on awareness on national level, and sampling on local cities in regions of the country where the brand does not have a strong presence.

We produced the cereal and made 5,000 cereal boxes, alongside a social media campaign to create buzz on this very atypical and difficult time to be noticed. Opened a brand's pop-up cereal bar to sample the product to our fanbase and newcomers, where they could watch the game while trying Bud Light Cereal. Sold it on the brand's e-commerce platform to increase awareness.

We were the 2nd most sold pack on our e-commerce platform, and we were sold out in 2 weeks. People started auctioning them online. Bud Light Cereal become an object of desire for many people around the country. We started leading the morning soccer conversations, and a vlogger even wrote a cumbia about the cereal.