Carrot juice, cigarettes, nachos … and Budweiser. They are some of the requests of great singers and musical bands to enjoy before a great concert, and the beer brand in Brazil has revealed it in the campaign “The Beer Behind Stage” (“The beer between racks”), launched last February and with which he claims Your connection with the music industry.

The idea of ​​the creative agency Africa Creative -Part of the DDB Worldwide network-, explores the well-known demanding character of many artists to demonstrate that among its particular applications Budweiser has always been present. To do this, he has reviewed production documents of different concerts of the last decades in which his product appears and made them an external advertising campaign.

“The Beer Behind Stage” includes a series of graphics based on these documents, but in which the name of bands and artists such as Public Enemy, Beyoncé or Ozzy Osbourne For nicknames and clues. “The beer behind the godparents of Heavy Metal“,”Beer behind the rappers against power” either “Beer after Queen ‘B’ “ They are some of the descriptions that have been read, accompanied by the year of the concert and the list of requests in which beer appears, which has created a game with consumers.

These creatives were placed, as the brand explains in a statement, in supports of outdoor advertising near the places where concerts were held, Among them, Madison Square Garden in New York, the Morumbi stadium in São Paulo, the Masonic Temple Theater in Detroit or the Hollywood Palladium in Los Angeles.

In addition, the campaign was also more widely activated through exterior advertising and media printed in different markets, for “Invite music lovers around the world to immerse themselves in history, interact with mystery and rediscover Budweiser’s durable link with the world of music”, They point out from Budweiser.
According to images shared by the brand, the campaign was executed, for example, in the newspaper Sao Paulo folk.

Budweiser also executed “The Beer Behind Stage” to Lollapalooza Brazil, in which he exercised as an official sponsor. There the brand collaborated with some of the artists participating in the festival and influencers to tangible their value as a confidence product between The current stars of the industry.

The different contents shared in social networks show the brand linking to figures such as the Raple Stella Yeshua, the Marine V Gregory TV, actress Valentina Banda, the Creator of Podpah content or the presenter of the NBA Fêmedeiros.

The brand also carried out A contest Through social networks, in which he had the collaboration of the Brazilian singer Suppla. Budweiser invited users and festival attendees to make requests and rewarded the most extravagant with An exclusive experience at the festival itself.

“Budweiser’s presence at key moments in the history of music has contributed to build his legacy with fans”, Explains Mariana Santos, Marketing Director of Budweiser.”Now, revealing that the brand has also been among racks, accompanying artists around the world, even more strengthens this connection. ‘The Beer Behind Backstage’ is a creative way to show this authentic and durable link, inviting the public to celebrate this story with us“

Heloisa Pupim, co -director of Operations of Africa Creative, also points out that the brand had a special interest in translating its value message into a Two -meaning proposal for consumers. “With this campaign, we seek not only to celebrate this historical connection, but also create an interactive experience that challenges and attracts the audience. Somehow we can say that this campaign has been written by the most important artists in the world“He concludes.