Budweiser He has made his link to culture one of the pillars of his marketing and communication strategy. In addition to claiming as the favorite beer of the great music stars, it is also positioned as Hollywood beer in the outer advertising campaign “Speech Bubble” (“dialogue balloons”), with which it moves its historical presence in the cinema.
The brand claims to have appeared in more than 1,200 cinematographic productions, integrating into the industry narrative. Instead of betting on the product location within the films -which would influence the milestone that he already presumes in the campaign -Budweiser wanted Taking advantage of the promotion campaigns of cinematographic studies.
The idea, of the Creative Africa creative agency, transforms the recognizable Budweiser logo with a bow tie into dialogue sandwiches that interact from supports placed next to the advertising fences of films. These elements are strategically located in the direction of the actors, with the intention, according to the agency of a statement. to create the illusion that They are asking for a Budweiser.
As explained from Africa Creative, the selection of the locations respond to the intention that the position of the supports generates a fluid and natural narrative. The objective is for the public to interpret both advertising fences as a single unit in a quick and simple reading. “As if the pop culture itself interact with the brand – or rather, asked for it”, They point out.
With this action, Budweiser manages to combine a minimalist and simple design with an innovative exterior advertising approach, to turn Hollywood into the spokesman for the claim that he launches as a reference product in the industry.
“Budweiser has maintained an organic relationship with the cinema for decade“explains Mariana Santos, Marketing Director at Budweiser, in the agency statement.”With ‘Speech Bubble’, we want to highlight that connection in a simple and visual way, showing that our brand is already part of the dialogue of the characters and the public’s memory”
Hélio Maffia, creative director of Africa Creative, highlights LinkedIn, The simplicity of the proposal and its narrative power to claim the presence of the brand in the film industry. “We only need an adjustment in the Budweiser logo to make it a dialog bubble that we place next to films campaigns throughout Hollywood”
The agency transfers that “Speech Bubble” was activated in different Los Angeles supports. And now it runs in urban centers in Brazil.
Precisely in this market, the action follows the steps of the campaign “To Cerveja by Hollywood” (“The beer behind Hollywood”), which the campaign activated in February in the framework of the Oscar Awards. With a similar idea, the brand adapted, in social media graphics, its logo to the aesthetics of some of the most emblematic films in the history of cinema, such as “Taxi Driver” or “Forrest Gump”.
