Bud Excuses

Client: Budweiser

According to Budweiser’s second annual friendship study, we learned that 75% of Canadian men report hanging out less with their friends, and almost half admit to making up excuses to bail on plans.

As the beer that’s all about bringing buds together, we set out to change that – all with the goal of deepening Budweiser’s brand meaning and connection to the hockey viewing occasion. As for how we’d do it, that unlock came through one final data point: 1-in-4 men would think about bailing on plans less if their friends publicly called them out. Partnering with the NHL and Rogers Media, we gave Canadian hockey fans a once-in-a-lifetime opportunity. The chance to publicly call out their bud's excuses, and using Budweiser’s massive national hockey buy to encourage their friend to, “Make Time For Hockey, Not Excuses.” After all, that’s what buds do.