Cannes Lions

Post Malone x Bud Light

AB INBEV, New York / ABINBEV / 2020

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

In 2019, anyone with a big following is an “influencer” who’s willing to promote anything for a paycheck. So how does Bud Light stand out amongst a flood of hashtag ads? We set out to establish a partnership that’s authentic, not transactional. We briefed our team to find partner who fit our values of "having fun" and who had naturally shown love for our product.

Idea

Since 2019, through strong creative collaboration and joint interest, we have developed an integrated and powerful partnership with Post Malone. It has worked because it's partnership that’s authentic, not transactional. Post Malone has been a fan of Bud Light since forever.

We built a partnership that provided many entertainment connections and integrations for both us and fans. It’s included live experiences (in-person and virtual), two Super Bowl TV spots, a seltzer launch, multiple press appearances custom merchandise and even a limited-edition cans with his face on them!

Strategy

In 2019, anyone with a big following is an “influencer” who’s willing to promote anything for a paycheck. So how does Bud Light stand out amongst a flood of hashtag ads? First, we had to establish a partnership that’s authentic, not transactional. Post Malone has been a fan of Bud Light since forever. Second, we wanted to build a partnership that provided many entertainment connections and integrations for both us and fans.

Execution

SUPER BOWL: Since launched Bud Light Seltzer Launch in 2020 and most recently portrayed as a Bud Light Legend in 2021, Post Malone is now securely in place as a face of Bud Light.

LIVE EXPERIENCES: We took a megastar known for selling out arenas and stuck him on a dive bar stage for an intimate night of music with a few hundred fans. Then, when COVID-19 prevented any live shows, we began to stream it for his fans around the world.

CUSTOM: We created something that only Bud Light could provide... we immortalized Post Malone with a limited-edition Bud Light can. Jimmy Fallon even had it on standby when Post Malone joined The Tonight Show. The cans were available in fifteen markets along Post’s tour in 2019.

We didn’t just sponsor an influencer, we forged a relationship Post with his friends And most importantly, his fans.

Outcome

What we find true success is how much organic reach this partnership had, which hits our objective of an authentic partnerhship.

2,381,443 ORGANIC social convos

673M EARNED Digital Impressions

Similar Campaigns

12 items

2 Cannes Lions Awards
WHTSPP Records

DAVID, Bogotá

WHTSPP Records

2022, ABINBEV

(opens in a new tab)