THE CHALLENGE
Package and market a new Budweiser ale to segments of the beer market for whom the brand is not top of mind.

THE IDEA
We developed attractive packaging with a black label vibe and launched the brand selectively in Detroit and Atlanta with an ad campaign including TV spots that ran during the Super Bowl.

THE RESULT
The fun, hip ads performed well, and the ale sold successfully, on par with the core Budweiser products.