Cannes Lions

Budweiser Alberta Made

ANOMALY, Toronto / AB INBEV / 2018

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Overview

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Credits

Overview

Description

We celebrated our shared history with Alberta with Budweiser’s most cherished piece of real estate: the can.

Alberta Made was a brand innovation that celebrated the passion and hard work of Albertans. We saluted the province where the first Canadian batch of Budweiser was brewed in Edmonton, Alberta in 1980. We proved that Budweiser is brewed by Albertans, for Albertans.

We created packaging to heroize the shared values of Bud and Albertans. First, we updated the famous Budweiser creed, then we re-imagined the iconic crest to feature the names of Alberta’s largest cities in place of the continents where Bud is brewed.

From there, we changed the Budweiser script to a bold ALBERTA MADE nameplate, creating a new rallying cry for Alberta.

An anthem film, hero product TV spots, a full campaign of digital content along with OOH and P.O.S. gave the people of Alberta something to talk about.

Execution

Country music star Corb Lund was the leading face of the campaign that only ran in the province of Alberta in Canada. Prior to the launch of Alberta Made in July 2017, Corb appeared on Alberta talk shows leading up to Calgary Stampede to talk about what it means to be Alberta Made. Partner content with CBC Sports heroized Corb along with other Alberta icons who told their story about being Alberta Made.

Influencers across Alberta were sent one-of-a-kind handcrafted Alberta Made gift boxes with a 6-pack of Budweiser Alberta Made, along with a card telling the Alberta Made story.

Overall, the campaign continued to grow traction as Albertans and influencers shared their Alberta Made stories: earned media started accumulating, and sales started spiking.

Outcome

Despite the challenges Budweiser faced in Alberta, thanks to Alberta Made we were able to defend share and drive incremental volume in Alberta through the summer of 2017, growing 11% vs. 2016.

With support elements such as digital content and OOH released in tandem with the packaging, the campaign saw a 73% positive sentiment reception, driving overall brand performance in the province vs. last year.

We saw significant growth in the “Brand I Love” (+52%) and “Meets My Needs” categories (+6%).

Alberta Made truly did become a rallying cry for Alberta and its people, and continues to gain traction to this day.

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