ABI Communications Update #4

Tiger Beer: 3890 Don’t let world’s tigers disappear


There are currently only around 3890 tigers living in the wild and risks extinction from over hunting.Tiger partners with WWF to bring awareness to the issue and created a campaign that involved 8 artists from around the globe that creates art about Tigers and users and choose out of 8 designs to customize their own poster via social media page.Screen Shot 2017-09-21 at 12.21.19 PM

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Uncage, an ultimate climbing challenge


In celebrating the unleashing of inner tigers, Tiger Beer brings a obstacle climbing challenge and  to 5 cities in China to embrace the daring spirit of Tiger Beers.



Qingdao: Return to roots with new limited edition keg


Qingdao brings back one of its original advertisement from the 1930s a poster with the Romance of Three Kingdoms a classic Chinese story of heroes onto a new limited edition 5L keg. Bringing back the historical ad reminds people Qingdao’s long heritage that consumers rarely knows about. Corona is also a brand with rich advertising history and cultural relevance that is worth communicating to the consumers and remind them of the nuances of Corona’s history.



Catching the Hip Hop train

China has recently been taken over by a new wave of mass hip-hop culture with the airing of the reality talent show “The Rap of China”. Many brands like Alipay and McDonalds have jumped on board the hip-hop culture, the beer industry also follows suit with their own hip-hop creations.

Harbin Beer X MC Jin

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Harbin picked up on hip-hop early with collaboration with MC Jin and social postings of rappers giving shout out to Harbin brand. The campaign has gotten a lot of good receptions online with fans hailing Harbin’s choice for collaboration.

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The Rap of Qingdao



ABI Communication Update #3

Brahma: Respect the hangout (and stop GIFing)

Brazilian beer Brahma is tired of the social media craze of Gif pictures, and connects with millennials in a fun way by telling them when Giffing time is over go and get a beer.

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BrewDog: Bar on The Edge a tribute to Trump’s wall

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BrewDog has a history of creating politically interesting campaigns, last years it handed out free beer for everyone who voted in the U.S. election. This year they are vowing to put a bar on the US Mexico border where Trump proposed the wall, U.S. beer will be served on the Mexico side and Mexican beer on the U.S. side. In the words of BrewDog co-founder James Watt:”I guess it would make it more difficult to build a wall if there’s a BrewDog bar in the way”




Bud Light: Famous Among Friends

Between Friends

Bud Light created an emotional ad spot telling the story behind a best man’s speech. Because you’re not just drinking beer, you’re building friendship.

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Friendship Test with John Mayor

In keeping with the theme: “Famous Among Friends” Bud Light created a friendship test with John Mayor to see how far people will go to save a seat for their friend.

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Bud Light: Simplicity

With these two simple spots, Bud Light tries to convince us that simple is better, and Bud Light is simple, just has one more ingredient than most beers, rice.


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Simple is always good, especially in a world where everyone is confusing consumers with fancy benefits, it’s always good to remind people the emotional appeal of being honest and simple.


Throw Back Thursday:

Blitz Weinhard: If it’s worth a trip from Chicago, It’s definitely worth a trip to the store

Oregon has always been proud of it’s naturalist ideals, this spot for Blitz Weinhard from 1980 is really the most over the top Oregon ad we’ve seen.


More Blitz Weinhard goodness from the 1980s

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ABI Marketing & Communications Update #2 (July 17th)

World’s blandest beers rivalry over who taste better

Miller Lite: Spelled different because it’s brewed different

Date: Sept 2016

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Craft beer’s recent rise has directly affected the light beer category, consecutively losing shares in the market. The challenger brand Miller Lite blames Bud Light for its frat-boy image that skewed people’s opinion and ignored the core benefit of light beers. In an ad in 2016, Miller Lite has directed at Bud Light and cut through to consumers by going back to essentials of “More taste, half the calories” making it the better light beer than Bud Light. Miller Lite has also gone further to bring the two beers on a cross country road trip in a “Taste Challenge” for America to blind taste the two beers.

Natural Light: getting Miller to mock Miller

July 2017



Since Miller Lite’s aggressive campaign ABI has not taken any move until recently it front lined Natural Light brand as a challenger to Miller, rolling out several ads including one with super model Marissa Miller to call out Miller lite’s juvenile move. The ad also brings back on one of Natural Light’s old advert from 1981. The brand’s social media campaigns messages that focus one “One. Less. Calorie” still falls a bit into the freshman frat-boy naiveté.

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A bit about Natural Light
Natural Light was introduced in 1977 as Anheuser-Busch’s first reduced-calorie light beer. Currently the fifth best-selling beer in America, Natural Light is brewed with a blend of premium hops and a combination of malt and corn (Corn, Ugh…) producing a clean flavor, light body and satisfying refreshment.





Heineken: Worlds Apart, An Experiment.

Date: April 2017

Heineken - Worlds Apart - #OpenYourWorld - YouTube.clipular (1).pngIn a partnership with social movement Human Library, Heineken put together a social experiment that brings people with completely opposing views together to bond over sharing things about themselves and collaborative projects without knowing anything about the other party. When at the end it is revealed that they stand for completely opposing ideologies while still got along perfectly, they are given a choice to either walk away or talk about it over a beer.  You know what they chose.Beer starts conversations, while mostly with friends it can also make friends out of complete strangers.

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The campaign received 40million views and sparked numerous conversations on twitter. With this heart warming campaign Heineken shows us that there are more that unites us than divide us.



Heineken: Open to All

Date: May 2017

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In recent years beer has become a progressive industry. Somehow a product that is practically the symbol of patriarchy has started talking about gender equality, bigotry and social issues. An industry that is as old as mankind itself is surprisingly on top of consumer opinions. Creating lite, ultra lite and low calorie lagers that targets the young runners, climbers and yoga enthusiasts is great, but Heineken has gone one step further to become a beer that is truly “Open to All”. In this new campaign Heineken introduced the new 0.0 non- alcoholic beer, the spot features all kinds of people (including alien) heading over to the bar to crack a cold one and at the end introduces the 0.0 beer for “you, when you don’t fancy alcohol”. The campaign also features 8 ads of different people that would want the good time without alcohol.

Link to  playlist Here




Budweiser: Bud Brewed Locally

Date: July 2017

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595fcdcf118fe.image.jpgAs part of the “Bud Brewed Locally” campaign, Budweiser will feature new packaging that transforms the bottle into 11 state names and motto out of which Budweiser is brewed from.  As well local Budweiser breweries will host open houses around the country for locals to discover their local Bud. This reminder comes at a good time when large commercial breweries like Budweiser are increasingly aware of the impact from local craft breweries which are largely supported by local communities.






ABI Marketing & Communications Update #1

Corona, We make Summer


Corona’s biggest holiday Cinco de Mayo marks the start of “120 days of summer” as for decades the brand’s main focus is on summer activities.This year Corona is celebrating Cinco de Mayo with a cool snapchat filter, a bell ringing at NYSE and first time ever outfitting the Time Square ball into a lime and #limedrop to mark the start of the celebrationc3


Jamaica meets Wu Tang meets Sam Adams meets Toy Story

As Samuel Adams looks to depart from the past focus on the art and craft of brewing, is looking to reconnect with customers  emotionally in a fresh new way. The new work features the brands new packaging with complete CGI, reggae cover of the Wu-Tang Clan bringing true summer vibe to the brands iconic summer ale.




Tiger, Beer With a Bite

Introducing the new tagline “Beer with Bite”, Tiger beer pays tribute to its asian heritage with a tour around Singapore’s vibrant streets and their favorite street foods.










Kona: Islanders review phone app

Kona beer’s new Kona reviews features its’ unique islander point of view on the world of mobile internet. You only live once, so do it right. right?



Budweiser brings back the frogs for Bud Light UK

164992!1489161280!601.jpgBudweiser brings the iconic frogs advert from the 1995 Super Bowl for the launch of Bud Light in UK, which will be ABI’s biggest ever brand campaign after a failed launch in 2001. Bud light is perfectly timed as changing younger consumers are looking for a lighter tasting, lower calories and ABV beer.