Cannes Lions

Dude With Sign @ The Super Bowl

AB INBEV, New York / ABINBEV / 2021

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Case Film
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Overview

Entries

Credits

Overview

Background

Within the alcoholic seltzer category, sweeter, more flavorful options were beginning to grow, specifically with younger consumers. Bud Light Seltzer, a leader within the seltzer category, needed a way to launch its new, more flavorful option, Bud Light Seltzer Lemonade, in a way that could connect with its targeted 21-27 year old consumer, using the Super Bowl as its platform.

Idea

Reimagine what a Super Bowl ad could be: a dude with a cardboard sign.

Strategy

Our PR strategy was focused on trying to make our targeted 21-27 consumer “in on the joke.” We wanted them to get excited that they felt like the message was crafted specifically for them. We knew that if our core consumer felt like they were a part of the “club” that knew about this, they would be excited to share on digital and share our message even further.

Execution

We negotiated with CBS to do something never-done-before with an in-game billboard, turning it into a live look at the crowd. We brought Dude with Sign, a massive social media influencer known for holding up signs, and coordinated him to be right there when the broadcast came to him. After the stunt, we coordinated a social post across Bud Light and Dude with Sign Instagram accounts, along with an e-comm notification with our key partner Drizly.

Outcome

350K Social Mentions

Most Shared Social Post Ever

200% Week over Week E-Commerce Sales

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