ABI - Budweiser
2016 Halloween Global Activation
Strategy, Copywriting & Graphic Design
How can one of the world's largest beer brands own Halloween internationally... even in places where the holiday isn't widely celebrated?
Key Program Tactics
The activation itself focused on three core activations: a weekly Halloween-themed happy hour, a keepsake mask, and a one-of-a-kind drink ritual.
The ritual was easy to execute for bar-staff and home-drinkers alike and scalable regardless of international market.
By simply adding drops of food safe dye (which we subjected to several days of taste testing to ensure the flavor profile of the beer was unaffected) a draught, bottle, or bucket could instantly become an iconic Bloodweiser.
On the night of Halloween, Budweiser sponsored a themed bar crawl featuring the masks and the drink ritual in key markets around the world. Participants who wore masks unlocked unique deals and content at each stop along the way... culminating in a Halloween party that was to die for.
The program received visual support both on-premise and in-store. A master kit was created for each market to localize and execute with the help of a guiding Zone Overview document.
