Budweiser Non-Alcoholic Sampling

Snapshot

Client: ABInBev

Industry: Alcohol

Event: Brand Activation, Product Launch

20,328 Consumers reached over 4 days
45.5 Samples per ambassador per hour at La Mer
87 Samples per ambassador per hour at JBR
99% Positive feedback from both alcohol and non-alcohol drinkers

Objectives

To engage with consumers in high footfall areas. As Bud NA was new on the market, it was essential to have an activation that reflects the brand and creates awareness.

Project Overview

Event Concept Creation and Design
Experiential Brand Strategy
Engagement Marketing
Pop-up Activation Design
Content Creation

Spread over 2 weekends, we built a stand, obtained all the necessary permissions (no easy feat when the product shares its name with a known alcoholic beer brand), recruited multilingual hospitality students and trained them to be ambassadors, and setup at La Mer and JBR for long sampling days.

The Bud NA Ambassadors were tasked with giving out a high number of samplers while engaging directly with the consumer. Key discussion points include the intricacies of the brand, getting feedback on taste, where it can be purchased from and its price point.