With the overall lager beer category facing declining sales year-on-year, Budweiser is continuously challenged with driving long-term distinction and preference amongst consumers. How can the “King of Beers” become synonymous with the best of America in a way that ensures lasting cultural relevance and meaning amongst existing and new audiences? Given today’s cultural climate and the rise in nostalgia powered innovation, Bud aimed to identify key cultural moments that, even if rooted in the past, are every bit as relevant today as they were back then.

Given today’s cultural climate and the rise in nostalgia powered innovation, Bud aimed to identify key cultural moments that, even if rooted in the past, are every bit as relevant today as they were back then.​

• We leveraged relationships between Spike Lee, the MLB and the Jackie Robinson Foundation to define rich activations that would deliver lasting, purpose-driven impact. ​
• In addition to "Impact" airing on Opening Day, the integrated campaign included TV, cinema, print, out-of-home, digital, social and in-stadium media, celebrating Jackie's legacy nationwide.​
• This creative campaign inspired 95% positive sentiments towards multicultural audiences, specifically immigrant communities. During a time of heightened anxiety and sensitivities of welcomeness in America. ​
• As part of the promotion, the company donated 42¢ from each bottle’s purchase to the nonprofit Jackie Robinson Foundation, which works to help minority students achieve higher education. Raising a cap of a half million dollars. Helping the Foundation open the Jackie Robinson Museum in Lower Manhattan.​​

• 600+ Million Impressions
• 99% Key Message Inclusion
• 64 PR Placements
• 95% Positive Sentiment