The Debut (Oscar na NBA) shows how by having a real amazing story as a starting point, Budweiser managed to secure a new positioning and consolidate itself as an important brand in the very competitive beer segment.

Despite having managed to secure a position in the premium beer segment in Brazil, Budweiser was suffering a series of acts because of its ingredients, having a hard time keeping its brand value and price in relation to competitors

In terms of strategy, we decided to position Budweiser under the attribute of authenticity, promoting great stories that inspire people to be proud of who they are, no matter the consequences

More than a campaign, we produced grand content, one that was truthful and legitimate telling the story of Oscar Schmidt, a Brazilian who is considered one of the biggest basketball players of all times, but who had never played for the NBA because he didn’t want to lose his place in the Brazilian Official Team. After 13 years of retirement, we had him play in a real NBA game.

The campaign had amazing repercussion, having reached 65 million people with spontaneous media alone, increasing key brand attributes such as “worth paying more” and reverting the negative growth tendency of the past years, having increased 36% of sales volume.