We fought back against the craft beer trend by upending a classic taste test challenge—having consumers try the 100+ year-old recipe, blind.
Recently the newness of craft beers is taking cultural space form classic brands like Budweiser. In order to drive trial among younger generations that hadn’t ever tried Bud, we went across the country recording just how much more they like the beer than they thought they did.
Beer has such a regional culture surrounding it that we shot in 5 key markets across the country to be sure we drove deep relevance with local audiences. We wanted them to recognize bars and hear their own accents. One of the most gratifying responses were all the comments saying we faked it (we didn’t).
Agency \\ VaynerMedia New York
Creative Director \\ Ryan Murphy
Associate Creative Director \\ Todd Bradley
Art Director \\ Clark Rogers
Art Director \\ Meg Rometty
Producer \\ Lani Neumann