Budweiser Design & Branding FAN BREW by Anomaly New York

FAN BREW

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Industry Beers and Ciders
Media Design & Branding
Market United States
Agency Anomaly New York
Art Director Grant Mason
Copywriter Jessica Ghersi
Designer Serifcan Ozcan
Producer Heather Brown
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: BUDWEISER
Product/Service: BUDWEISER
Agency: ANOMALY
Chief Creative Officer: Mike Byrne (Anomaly)
Creative Director/Art Director: Paul Renner (Anomaly)
Creative Director/Copywriter: Derek Barnes (Anomaly)
Art Director: Grant Mason (Anomaly)
Copywriter: Jessica Ghersi (Anomaly)
Designer: Serifcan Ozcan (Anomaly)
Head Of Integrated Production: Kwame Taylor-Hayford (Anomaly)
Senior Integrated Producer: John Legere (Anomaly)
Producer: Heather Brown (Anomaly)
Head Of Business Affairs: Annemarie Cullen (Anomaly)
Media placement: Can - Liquor Stores - 3/1/2012

Describe the brief from the client
After 15 years, the NHL is returning to the city of Winnipeg. Budweiser is the proud sponsor of the Winnipeg Jets. To help celebrate this Inaugural season, Anomaly was asked to create a piece of communication that celebrates the return, as well as Budweiser's sponsorship of the Winnipeg Jets.

Describe the challenges and key objectives
Budweiser is the no.1 beer in Canada but its lead competitor dominates the no.1 consumption occasion: hockey.
Budweiser is seen as a big American brand. Hockey is Canada's sport. If Budweiser approaches the sport in an inauthentic way, the brand will be seen as the big brand that is 'using' the sport.

The Objectives:
- Celebrate the sport like only Budweiser can
- Build an authentic connection with the sport, team and fans
- Be seen as a fan, not a sponsor

Describe how you arrived at the final design
The method of promotion was most relevant to the product because the product was the promotion.

Give some indication of how successful the outcome was in the market
People lined up to buy Budweiser Fan Brew and the 24,000 cases sold out in liquor stores within 1 week (within 24 hours in some stores).
Budweiser share is up 2.1 share points in region, year to date, on an already large base of 22 share points.