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Bronze Integration

Budweiser

Goal Synced Glass

(Hunter Straker)

In 2016, Budweiser set out to “Light Up the Nation” from coast to coast and get Canadians to cheer for their favourite hockey goals with one of the most integrated Budweiser Red Light campaigns to date. Beginning in early September, through a fully integrated effort above and below the line, the king of beers inspired the country to raise a new beacon, the Budweiser Goal Synced Glass and celebrate goals like never before.

Trade marketing brought the latest innovation to the program, making it a component of the integrated marketing communications effort to drive the limited time offer of the Budweiser Goal Synced Glass at retail.

Budweiser, with the help of agency Hunter Straker, lit up every touchpoint with engaging, fan-centric creative across TV, OOH and digital, as well as shopper activations. It also inspired key hockey influencers on social to spread awareness of Light Up the Nation.

With a powerful and distinctive campaign identity, Budweiser consistently reinforced its message through the line. Hockey fans across the country could get a free Goal-­‐Synced Glass with the purchase of a 24 or 28 bottle pack of Budweiser.

In the end, Budweiser drove significant incremental volume and over the top brand engagement with LDA to 49-year-olds. The brand experienced positive sales growth across Canada with a 0.5pt market share lift on the year-to-date trend, selling an incremental 150,000 cases during the promotion. Budweiser also had its highest share month ever in PEI in September (3.7 share point increase vs. the previous year).

Credits

Advertiser: Labatt Breweries of Canada - Budweiser

Senior Brand Manager: Andrew Oosterhaus

Brand Manager: Candy Lee

Senior National Brand Activation Manager: Kirsten Beattie

Brand Activation Manager: Lindsay Olimer

Creative Agency: Anomaly

Chief Creative Officer: Mike Byrne

Executive Creative Director: Pete Breton

Associate Creative Director: Craig McIntosh, Jaimes Zentil

Senior Designer: Andy Slater

Senior Integrated Producer: Christine Stephens

Executive Business Director: Candace Borland

Account Director: Matt Holton

Account Executive: Thomas Gaynor

Shopper Agency: Hunter Straker

Senior Creative Director: Milan Sukanda

Art Director: Steve Gauder

Senior Account Director: Julie Dunning

Account Supervisor: Fabio Avella

Account Manager: Eliot Fenwick

XM Agency: Mosaic

Account Director: Brett Moon

Senior Account Manager: Diana Perl

PR Agency: Veritas Communications

VP Client Service: Nina Kalos

Senior Account Manager: Laura Ballantyne

Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.