Budweiser is an American-style pale lager produced by Anheuser-Busch, currently part of the transnational corporation Anheuser-Busch. It is the most advertised beverage brand in America and accounted for a third of the company’s US marketing budge. However, recently, the beer brand has worked hard in recent years to align itself with the global music scene as well.
‘The beer behind the music.’ – This quirky & appealing out-of-home (OOH) campaign to promote its new tagline was launched recently in Brazil by Budweiser. The campaign was created by Sao Paulo-based agency Africa. And the campaign suggests onlookers and passersby to search keywords that will lead them to photos of Budweiser cans in the hands of some of music’s biggest names.
The series of adverts are meant to draw attention to the brand’s inclination towards global music. For example, one of the billboards asks people to search the following words: 1980, Detroit, radio and Budweiser. A quick Google search of the terms brings of an image of David Lee Roth, the original singer of Van Halen, surrounded by cans of Budweiser. A different search brings up a photo of the Sex Pistols front man John Lydon holding a can of Budweiser with his manager.
Basically, it is based on the assumption that consumers will search keywords they saw on an ad. Despite, the fact they may or may not search for the keywords the posters will be successful in alluring them. It is intended to engage them to appreciate the brand’s subtle nod to its musical roots.