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Brand Trio – Merging Brands and the Holidays

Budweiser, Bud Light, and Michelob Ultra are three iconic beer brands and marrying them in one point-of-sale piece was not easy. We were tasked with showcasing all three premium brands in one sign communicating a total basket offer to the shoppers of Publix Grocery Stores. The sign was placed inside Publix markets. These three brands have rigorous guidelines, but no specifics when it comes to combining them all in one sign.

This marketing asset was more than just a coupon or just a sign. It needed to consider the shopper in aisle, mid-shop. It needed to highlight the offer, each brand, as well as add to the festive holiday shopping atmosphere. And since these three brands had not been combined in this way before, we had to find a way to make all these goals work.

We offered several different custom holiday looks for the client to review. From bells to bows, and ornaments to snowflakes, each brand stars in and shares the stage with their fellow iconic brand. We created and considered several headlines to capture the holiday shopping experience. We helped the iconic beers stay true to their brands while creating a fresh, new design that promotes celebration and captures the spirit of the holidays.

The client approved a festive layout, showcasing the Bud Light, Budweiser, and Michelob Ultra bottles wrapped in a gold bow in front of a red background with gold shimmer and a captivating headline, “Unwrap Your Holiday Savings.”

Budweiser® Made In America Program

We work with diverse teams of Brand Activation Managers, Brand Managers, and Marketing Directors for Anheuser-Busch-InBev — all of whom juggle different aspects of the brand’s promotional efforts. For this project we initially partnered with the A-B team to work with the 2017 Budweiser® Made In America Festival sweepstakes to showcase this year’s festival, but the how and where the sweeps would live was still in discussion.

Together, we made the call to place the sweeps on Instagram. We took the 2017 Budweiser® Made In America Festival brand guidelines, and customized the design to layout the Instagram contest information in an easily understood and attractive manner.

Our efforts on the sweeps portion earned us an opportunity — A-B approached us with a new project for the festival to develop sign making templates for on- and off-premise use. Like the sweeps, we worked in the 2017 Budweiser® Made In America brand guidelines and prepared a suite of sign making graphics to be used to encourage attendance, raise awareness, and showcase the impressive lineup.

As the promotional activity grew for the festival, a brand activation manager, who wanted something a little different, called up PHX. They had gotten space in the Time Out Philadelphia Magazine and wanted to use some of the on-set graphics of the festival that had a vintage feel. We introduced illustrative music elements and vintage iconic imagery — a patriotic eagle, distressed guitar fret board, and illustrated cassette tapes.

Our involvement evolved as the program progressed; from one project with one manager to two more projects with two different brand activation managers. Our ability to be agile in our thought process; from organization and extrapolation to outside-of-the-box, above-the-line design work helped our client promote this iconic festival.

Phoenix Wins Silver Reggie Award

For the second year in a row we’ve won a Reggie Award! The 35th Annual Reggie Awards were held in April and our team traveled to Chicago to claim our trophy. The Reggie Awards brings together some of the brightest minds in marketing and has become one of the industry benchmarks in shopper marketing achievement. With 23 categories, two focusing on shopper marketing and submissions being judges judged by leaders in the retail marketing industry, the competition has been heating up each year!

 

Our submission was a program surrounding the limited-time-only SOUR PATCH Redberry SLURPEE at 7-Eleven. We developed strategy and organized the program for release in summer 2016-in-and-out of store POS, custom displays, digital and social media takeovers were just part of the nationwide program urging Generation Z to get themselves to 7-Eleven and grab a SOUR PATCH Redberry SLURPEE. For our efforts, we won SILVER! We are honored to have won and grateful to work and collaborate with our great partners and clients at Mondelēz International.

Phoenix Creative Co.