2017 Winners

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).