As the official beer sponsor, this was Bud Light’s moment to connect with our U.S. Latino audience.
We introduced Oracle Susana to the world and dedicated ourselves to bringing friends together. From TV spots that made fun of the games’ early start times, to predictions that Team Mexico would (*almost*) break The Curse Of The 5th Game, to hand-targeted tournament pre-roll that changed based on the day’s hottest plays and players - Bud Light was everywhere.
In addition to our 135 million earned media impressions - we changed some minds and sold some beer!
Sales trends improved 9.9% in just one week*
Brand consideration increased 2.2 points in California; 3.7 points amongst Latinos
Hispanic brand penetration increased 2.2 points in California**
Bud Light’s total share of the mainstream beer market increased by .24 points