What was the irrefutable consumer insight?
Our generation feels pressure to live up to others' expectations of what we should do and who we should be.
Describe the marketing challenge.
A deep ethnographic study of Budweiser revealed that it is a brand that is held in high esteem by Americans, but isn't relatable. It is a brand that belongs in the museum to be forever remembered, but not relevant today. People still love the brand but sales have dropped steadily for the past 20 years.
ABI found an opportunity to reconnect with consumers at Super Bowl LI; the most widely...