Cannes Lions
DEUTSCH, New York / AB INBEV / 2017
Overview
Entries
Credits
Description
Beer advertising has strayed from audiences in recent years. Instead of focusing on the drinkers themselves, brewers have chosen to focus on the craftsmanship of their product, and the people and values behind it. It’s made for some overly-earnest work in an area that should be more lighthearted. Beer drinkers appreciate the simple, refreshing taste of Busch. They also like to have a good time. So we gave them a simple, shareable sound, “Buschhhhh.” On a visceral level, it immediate articulates crisp and cold. And for our audience, it’s a playful way to bring people together, and make the Busch brand all their own.
Execution
Our visual design elements were entirely guided by the BUSCHHHHH sound. The execution illustrated the sound in a way that brought it to life even at touch points when there was no audio. We added multiple H’s to the cans and traditional branding elements to create a “sound logo” mimicking the Busch noise. With visual additions, such as the can crack signaling the Busch sound, we maintained a simple, yet memorable sound throughout this spot and the multiplatform campaign that followed. The visual design elements helped the sound take off and we saw immediately that people caught on, recording their own versions of the can crack and BUSCHHHHH on social media, the news and beyond.
Outcome
• Value added to brand
o 95% Positive sentiment on our Super Bowl commercial (Crimson Hexagon)
• Reach/cultural impact
o Increased brand buzz from -2.0 to 1.4. A statistically significant change and the fourth highest increase of all Super Bowl advertisers. (YouGov BrandIndex)
o Increased word of mouth from 2.0 to 6.8. A statistically significant change and the 8th highest increase of all Super Bowl advertisers. (YouGov BrandIndex)
o 12x jump in Busch.com site traffic YOY (February)
• Sales
o For past 4 weeks IRI data ending 2/26
? Busch/Light up +0.2 share of total beer
? 3rd largest share gainer in the time period after Ultra and Modelo
? #1 fastest growing value beer franchise or family
o For past 8 week IRI data ending 3/5/17
? #1 fastest growing value beer
• Achievement against brief
o Increased purchase consideration from 2.9 to 4.3. #8 of all Super Bowl advertisers. (YouGov BrandIndex)
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