The Challenge

Bud Light needed to create brand affinity and gain market share in the hockey community and because hockey has its own language, rituals, and status which extends past the playing field it was important to dig deep. So, we pitched Bud Light on a campaign focusing on celebrating the everyday hockey enthusiast, engaging both players and fans with the tagline “Be a Beauty. Buy Bud Light.”

The Approach

Start with the Bud Light Brand Guide to create a website, social posts, and some assets. Then call your local men’s league beauties to feature in a commercial. #Beauticians

But how do you engage with them when they’re not on the interweb? We created assets that can be printed and interacted with in the real world and partnered with on and off premise locations (bar, restaurant, or a venue that sells bud light). Compound this with a contest to win a uni and it’s a recipe for success.

How can you triple up on impact? We partnered with the coolest influencers to create beauty content. Then we partnered with the local professional hockey team to get in game fan interaction. The best celly won a uni. Both of these activations helped the campaign cultivate user-generated content to be reposted on social media to bring further brand affinity and awareness.

The Results

Through our campaign, Bud Light Beauties had activations at 13 key retail locations and 11 on-premise accounts (aka Beauty Bars). A branded video segment was featured at all of the Rochester Americans home games for the 2020 season, targeting both the players and hockey fans. In addition, Bud Light Beauties made 250k digital impressions within their target market.