Bud Light’s mission was to win back summer and cement the brand’s position as the favorite beer to share with friends. The #1 selling beer brand in America tapped FCB/RED to create an iconic summer program that would attract wholesalers, retailers and drinkers alike. The idea behind “Bud Light Summer Getaways” was to reframe what “getting away” meant to our drinkers by focusing on an emotional need rather than a place. This approach created a program that was meaningful yet location-agnostic, allowing us to own the weekends, tailor the destinations to fit our diverse shoppers’ getaway desires, and easily customize for regions and retailers.
The result was a strong retail investment and positive sales shift for the first time in three years. This campaign also won a Gold ANA Reggie Award.
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