The Challenge
Budweiser established a brand platform to showcase its iconic connection to music: The beer behind the music. And this has already been shown through photos, music and products. But now, showing that Budweiser is the beer that artists ask for backstage proves that the beer behind the music isn't just a slogan, it's a fact.
The Solution
Fans have always wanted to know more about their idols. For the first time, we gave them the chance to go beyond what they see on stage, offering a glimpse into the personal tastes of their favorite artists. As part of “The Beer Behind the Music” platform, we searched for the most unusual requests made by music icons to share with fans - and for this, we found a website with a vast archive of these behind-the-scenes: thesmokinggun.com. When analyzing the documents, we noticed that Budweiser is consistently mentioned in these lists. In fact, from the 1970s until today, artists such as Van Halen, Black Sabbath and Beyoncé have asked for Bud in their dressing rooms. With a campaign created on the basis of these real documents, “The Beer Behind the Backstage” has become a bridge between idols and fans, sparking the imagination and proving that “The Beer Behind the Music” is not just a slogan.
