Busch Beer - Creative Direction
How we brought the sound of refreshment "Buschhhhh" to life in the retail space, and increased sales.
During my time at We Are Alexander, I was the Senior Creative Director over the “Value Brands” for Anheuser-Busch. The biggest brand of the bunch: Busch.
Managing a team of four art directors and one writer, we collaborated with agencies from all over the country to re-launch this iconic brand in a fun and engaging way. As the “retail agency” it was our job to translate the “Buschhhhhhhhh” creative at the store while also hitting pivotal passion points throughout the year, mainly racing and the outdoors.
A Brief Summary
The brief was definitely brief: The above the line agency had a new TV ad reaching back to the ’80s for that famous “Buuuuuschhhh” sound. Our challenge was to use this concept to sell beer at retail. We started by creating our own benefit-driven tagline: “The Sound of Refreshment.” From here, we were able to develop the look, feel and type of retail elements.
Our bread and butter retail pieces for two years showcased the CTA: “Crack One Open” on a bright blue background with condensation, and the classic spraying can. Pricing was also a very important message for this "value" brand, that continues to grow in sales and visibility.
My Specific Contributions:
Led the creative team, brainstorms, and presented all creative to clients and partners
Wrote copy for the pieces and, of course, the decks
Worked closely with multiple agencies
Fun fact: I wrote and recorded an original song about Busch beer for a “Billy Bass Busch” singing/talking fish retail and on-premise item (Hit single can be seen and heard here: https://youtu.be/Y5r-gP_ax4k)
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