The Challenge
A Legacy Reimagined
Budweiser is an American icon with a long heritage, but the brand wasn’t connecting with millennials. In fact, only 1 in 3 Americans between the ages of 21 and 27 had ever tasted Budweiser. To usher in a new generation – and redefine the brand for millennials – Translation needed to change the perception of Budweiser and drive trial.
The Idea
Uniting a Generation Through Music
This was more than a job to refresh the brand’s image; it was an opportunity to completely transform what this brand stood for in the minds of a generation. First and foremost, we aimed to create a cultural movement – a national platform designed to celebrate the diversity, drive, and passion reflected in the next generation of Americans making it in America.
To catalyze this movement, we connected this generation to Budweiser through the most mutual of passions –music. We created the “Made In America” music festival – a yearly, nationwide, multimedia event that celebrates the diverse cultures and perspectives of millennials through music and pop culture.
The Work
When Legends Collaborate
“Made In America” kicked off with a partnership that brought Budweiser together with another American icon – Jay-Z, who served as our partner, curator, and brand ambassador. His involvement punctuated our movement. It made young people stop and listen, and demonstrated Budweiser’s commitment to connecting with millennials.
Translation created a launch film called Makers of Tomorrow that focused on the themes of curiosity, expression, and togetherness – while exploring what it means to make it in America today.
The Impact
The Legacy Lives On
“Made In America” didn’t just unlock a new generation of Budweiser drinkers – it redefined what it meant to be an American icon. The festival continues to be a must-see event each year, and has since grown on a global scale – spreading and revitalizing the real-deal American pride Budweiser stands for.
1.3M
live streams, 160% above goal
1.2M
new Facebook fans
90K
festival attendees on two coasts
2B+
PR impressions
#1
Biggest social media spike of the 2012 Olympics
Budweiser
Made in America
At a pivotal moment in Budweiser’s history, we harnessed the power of music to rejuvenate the culture relevance of this iconic brand.
