MAKING GOOD THINGS HAPPEN WITH EVERY CAN
Bud Light is a brand built on friendship, good times and making good things happen. But despite those fun-loving values, the brand was still underperforming. It was time to make good things happen in a different way.
Going beyond the ‘good times’ of parties and tailgates, we leveraged an unknown and longstanding ‘do good’ platform for the brand: being a founding partner of Keep America Beautiful. We turned that piece of the brand’s heritage into a force for good in a region of the country that believes deeply their natural surroundings.
Turns out, doing good creates good. Bud Light saw their share losses slow as these efforts were in market.
The Bud Light River Run brought together the PNWs favorite things: Floating the river, sports legends and beer.
Throughout the season, Seahawks fans had the chance to clean up the tailgate alongside iconic Seattle sports legends and win an upgraded game day experience.