Our Work
250K Impressions and 24 Hockey Activations for Bud Light Beauties.
Services Provided.
Strategy
Brand Development
Graphic Design
Website Design
Social Media
Video Production
Influencer Marketing
Digital & Traditional Advertising
The Challenge.
Bud Light, America’s favorite light lager, wanted to increase market share and deepen its association with hockey culture. While Bud Light already had broad awareness, the challenge was building authentic brand affinity within the hockey community, a culture defined by its own language, rituals, and status that extends far beyond the rink.
To truly connect, Bud Light needed more than traditional advertising. They needed to learn the lingo, celebrate the everyday hockey enthusiast, and embed the brand directly into the culture in a way that felt earned, not forced.
The Solution.
Brandmint created Bud Light Beauties, an awareness-driven campaign celebrating the everyday hockey player and fan. Built around the tagline “Be a Beauty. Buy Bud Light.”, the campaign invited people inside the culture giving local players, fans, and communities the chance to be recognized as “Beauties” themselves.
The strategy blended digital, experiential, influencer, and in-arena activations to create real-world engagement and generate user-generated content that could live on through social and digital channels.
Brand Development.
Working within the Bud Light Brand Guide, we extended the brand into a hockey-first campaign identity that felt native to the sport. Messaging, visuals, and tone were intentionally crafted to mirror hockey culture—confident, playful, and community-driven—while reinforcing Bud Light’s role as the go-to beer for the rink, locker room, and post-game celebration.
Custom graphic assets supported both digital and physical environments. This included campaign branding, printed materials, signage, and promotional assets designed for bars, arenas, and retail locations—ensuring the Bud Light Beauties identity was instantly recognizable wherever hockey fans gathered.
Website Design.
We designed and launched a campaign-specific website to serve as the central hub for Bud Light Beauties. The site showcased campaign storytelling, featured content, and activations, while supporting engagement initiatives and extending the life of the campaign beyond in-person experiences.
Social Media.
Social media played a key role in extending the Bud Light Beauties campaign beyond in-person activations. Brandmint created and launched the dedicated Instagram account which served as a hub for campaign storytelling and community engagement. The account featured influencer videos, a “Beauties Dictionary” translating hockey lingo, behind-the-scenes content from activations, and fan-driven moments. This helped to build momentum, social proof, and ongoing engagement within the hockey community.
Video Production.
We produced campaign video and visual content featuring real local men’s league hockey players, better known as “Beauties,” rather than professional athletes. The messaging centered around the campaign tagline, “Be a Beauty. Buy a Bud Light.”
Influencer Marketing.
To amplify reach and credibility, Brandmint partnered with hockey-focused influencers to create “beauty content” that spoke directly to fans in their own language. In parallel, we partnered with the local professional hockey team, the Rochester Americans, to bring the campaign into live games. In-game fan interactions—such as rewarding the best celebration, also known as a “celly,” with a Bud Light Beauties “uni,” fueled excitement and encouraged user-generated content.
Traditional Advertising.
We activated Bud Light Beauties in the real world through on- and off-premise partnerships. Campaign assets were deployed at bars, restaurants, arenas, and retail locations, all places where hockey fans already gathered, creating tangible, interactive brand moments that complemented digital efforts.
Impact.
- Activations at 13 key retail locations and 11 on-premise “Beauty Bars”
- Branded video segment featured at all Rochester Americans home games for a full season
- 250,000 digital impressions within Bud Light’s target hockey audience
- Strong community participation through influencer content, fan engagement, and user-generated social media
