AB-InBev - Halloween Initiative
Worldwide, beer sales are traditionally down in October. We identified Halloween as an occasion with great global growth potential for AB-InBev. Markets across the world activate Halloween as a small and tactical trade program with little ambition, but no brand owned Halloween in the beer space. This insight was an opportunity for AB-InBev to own Halloween, the world's most inclusive holiday, worldwide.
The approach was piloted with Quilmes in Argentina in 2015 (where sales were up 18% and retail and 30% at bars)
In October 2016, Budweiser introduced the idea of Halloween as an adult party occasion to China and will go global in October 2017. Budweiser originated two new rituals to introduce in October: a new iconic Halloween mask modeled after the Budweiser Clydesdale, and a modified version of Budweiser – a red beer – known as "Bloodweiser." Our task was to create a movement among consumers to reclaim Halloween as a time to dress up, go on bar crawls with friends, and drink beer.
We created a music video that celebrates the individuality and self-expression of Halloween while seeding the rituals of drinking “Bloodweiser” and wearing the Budweiser Clydesdale mask during pub crawls throughout October. The unbranded music video follows Halloween revelers from dusk until dawn. A red beer ("Bloodweiser") acts as the catalyst that drives people to wear the horse mask, gather with friends, and summon a mythical creature; the half man/half horse known as the “King of Fears” - a metaphor for the emergence of one’s true self.
The soundtrack for the video was co-written by American pop-star Kehlani (known for her haunting music style) and Grammy Award-winner Ryan Tedder (frontman of OneRepublic).
The music video served as the inspiration for a live experience that launched across China, Chile, and Russia. Digital teasers, TVC’s, print, and OOH tied the entire campaign together
The campaign made a tremendous impact on brand health and reached a massive amount of people. Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions. Most important, Budweiser saw an increased volume share of 11%