PR > PR: Sectors

WIND NEVER FELT BETTER

DAVID, Miami / ABINBEV / 2019

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for PR?

Budweiser is the first major beer brand to be brewed with 100% renewable electricity, turning into a pioneer in the industry and a standard for other big companies to follow. Why are they doing this? Because they’ve always stood by the United States of America in times of distress and need.

Background

Although known as “America’s beer,” Budweiser not the most liked beer in the United States. Its taste is perceived as bland and it’s sometimes misattributed with old school and dated American values.

However, if there’s one thing Budweiser has always been known for is that it has always stood by Americans – whether it was in the 1930s when alcohol was illegal or when natural disasters struck and destroyed populated areas of the country. So, to elevate the brand, they made a commitment to brew all of their beer with 100% renewable energy, for example. So, we needed to brew a message bigger than beer itself.

Describe the creative idea

The idea is a symbol that represents our commitment to a sustainable future, becoming the first major beer brand to do this. It became our call to arms for “brewing a better tomorrow,” which was printed in every single bottle and can of beer we made with renewable electricity, every commercial, and every billboard. Our emblem was used to invite our breweries on foreign soil and other big companies to join the movement. They were more than welcome to use our symbol to also communicate that they’re committed to a sustainable future.

Describe the PR strategy

We needed to talk about something America needed to hear: Budweiser’s commitment to a sustainable future and running on 100% renewable. And what better way to announce our commitment than to launch it on the biggest stage of all. That’s right, the Super Bowl.

We launched an ad that used all the ingredients that can win people over (dogs, Clydesdale horses, and an iconic song by Nobel Prize winner Bob Dylan) while it delivered a message about our commitment to the environment.

Describe the PR execution

First, we unveiled our renewable electricity symbol on all of our bottles and cans in 2018. Then, at the beginning of 2019, to announce our commitment to Americans, we had to deliver our message in the biggest American event of the year: The Super Bowl. So, we launched our Super Bowl ad on YouTube a week before the big game to start a conversation around Budweiser’s commitment to a sustainable future. We then launched it officially during the game’s 4th quarter, which got over 100 million Americans’ eyes on it. Our Super Bowl ad later got voted as the #8 best Super Bowl spot of 2019.

Not only did we talk about wind power during the Super Bowl, we brought it to the Super Bowl host city, Atlanta. We donated our renewable electricity from our wind farms to power the entire city during Super Bowl week.

List the results

6.85 BILLION IMPRESSIONS

95% POSITIVE SENTIMENT

MOST LIKED 2019 SUPER BOWL AD ON YOUTUBE

5TH MOST VIEWED SUPER BOWL AD ON YOUTUBE

#2 MOST MEMORABLE SUPWER BOWL AD

MOST SHAZAM’D SUPER BOWL AD

#8 ON USA TODAY’S AD METER

3,700+ EARNED MEDIA PLACEMENTS

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