Budweiser lager has launched its first integrated campaign since the ATL account was won by Fallon.
The new strategy aims reinforce the core attributes of the brand and bring to life the ‘True Dedication’ that goes into brewing Budweiser by showing the personal dedication people have to their own interests and passions.
The new TV ad features a group of musicians and tells a genuine story about their dedication to music, attempting to capture the passion musicians have for their craft and the social atmosphere that comes from friends getting together.
The band jams in their basement studio and develop their own version of the 1969 classic instrumental ‘Popcorn.’ The group also takes the stage at their local club for a rendition of Salt ‘n Pepa's ‘Push It.’
To make the music all their own, the musicians have customised their instruments using Budweiser bottles, kegs and cans.
The advertisements, directed by filmmaker Harmony Korine, are scheduled to air on national and satellite channels in programming that appeal to young adults.
The first phase runs through mid-May, followed by cinema placements in June. A second burst of TV will follow later in the year.
A supporting print campaign targets men’s lifestyle titles, outdoor spectaculars and London underground advertising.
A range of advertisements will incorporate the musicians from the television commercial or focus on attributes of Budweiser that separates the brand from other beers.
BTL activities include on-premise sampling, PR, education sessions featuring Budweiser’s Brewmasters and retail promotions.
The UK is the largest European market for Anheuser-Busch. Budweiser is the number one premium packaged lager in bars, pubs, clubs and restaurants and the number three premium lager in the off-premise category.