Budweiser is an American icon with a rich heritage that spans generations. However, the Americana that Budweiser evokes for Millennials doesn’t reflect their reality, and in turn, they don’t think Budweiser is for them. In fact, between the ages of 21 and 27, only 1 in 3 Americans ever taste Budweiser. To truly connect with young adults, we had to find a way for Budweiser to celebrate the new America.

To connect with our diverse, coming-of-age audience, we sought to contemporize Budweiser’s image and message, while reestablishing the brand’s preeminence in the cluttered landscape of branded music experiences.

We created a unifying platform to celebrate the new Americana through the universal language of music: Budweiser Made in America. With a two-day festival as cornerstone, Budweiser Made in America is more than a name - it is a rallying cry, badge of honor, and commitment to creating a new Americana that more authentically reflects today’s world, and more inclusively calls the next generation of Budweiser drinkers to action.

Budweiser Made in America revitalized the brand by celebrating the diversity of a generation through music.

- Announcement garnered 600m+ earned PR impressions.

- 'Makers of Tomorrow' TVC generated 1,500% increase in social chatter for Budweiser, more than any brand during 2012 Summer Olympics.

- 90,000+ attended the festival and 1.3m+ viewers livestreamed from home.

- Trended worldwide, yielding 200,000+ social conversations and 1.19m new Facebook fans for Budweiser.

Festival raised $700,000 for the United Way and was fully embraced by the city of Philadelphia, and Academy Award-winning director Ron Howard is making a documentary about Budweiser Made in America for release in 2013.

Budweiser, an icon of the American spirit, stands for optimism and the celebration of good times to come. For every generation, the brand has cultivated an image of inclusivity and aspiration. The brand’s rich history with music dates back to the days of Super Fest in the 1970s, bringing young people together through music and celebration.

The words 'Made in America' are not only a contemporized tribute to the brand’s iconic heritage, they are also owned and trademarked by the brand.