King of Fears


Budweiser: King of fears

Budweiser introduced the idea of Halloween as an adult party occasion to China.  It was piloted in Argentina in 2015 and was part of a 17-country global campaign in 2017.  The soundtrack for the video was co-written by American pop-star Kehlani and Grammy Award-winner Ryan Tedder.


Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions.  Most important, Budweiser saw an increased volume share of 11%.