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the strategy
in a nutshell
project
Father's Day | Budweiser
Task: Create earned ideas for Father's Day that drive PR and social conversations
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Challenge: Budweiser is known as a dad's beer, which pigeon-holed the perception of our brand and drinkers as outdated and uncool.
Insight: Self-deprecation is the ultimate evidence of confidence
Strategy: On Father's Day, Bud will own its reputation to flip it into something to be proud of. From being a dad's beer is lame and embarrassing to being a dad's beer is something to be proud of.
To Communicate: Proud To Be A Dad's Beer
role
Strategist
category
Beer
the idea
Though some people might think being a dad is kind of lame, it actually comes with its perks. "Pulling the dad card" is an expression that describes how dads leverage their dad-ness to get something they want.
On Father's Day, we transformed "the Dad Card" from a figure of speech into a physical card that gifts dad with the thing they want most: a year's worth of Budweiser.
creds:
Global CSO: Paula Vampre
CCO: Rafael Donato
Senior Art Director: Georgia Taylor
Senior Copywriter: Sara Dembkowski
Budweiser announced the 'Dad Card' on social. From all the media buzz and online chit-chat, Bud's ultimate dad gift sold out in less than 20 minutes!
