THE PROBLEM

Every big alco-bev brand is supposed to promote responsible drinking, but most campaigns end up feeling preachy and easy to ignore.
 

 

INSIGHT

People don’t dislike the message, they dislike the tone. The same advice works better when delivered through culture and entertainment, the Budweiser way.
 

 

IDEA - THE SIPCODE ANTHEM

Budweiser transformed responsible-drinking cues into a music anthem featuring some of the country’s biggest artists turning a PSA into something fun, memorable and shareable.
 

 

EXECUTION

Collaborated with popular artists to create and release an anthem where responsible-drinking tips became catchy lyrics and party culture moments.

Amplified it on social media.