In an interview with propmark, Mariana Santos talks about the brand’s strategies of being linked to major shows and festivals
The beer brand that sponsors the most music festivals and major artists, Budweiser has a long-standing connection with music. “The history of Budweiser is mixed, worldwide, with the history of music. So much so that Budweiser was present at the first Lollapalooza, in 1991”, highlights Mariana Santos, marketing director of Budweiser, which belongs to Ambev.
Only in 2024, Bud is a sponsor of shows by global stars such as Paul McCartney, Lenny Kravitz, Mariah Carey and Bruno Mars, in addition to Tomorrowland Brasil and Lollapalooza. In this interview, the executive talks about the strategy.
Music
Budweiser is a global brand known for bringing fans closer to idols and has a long history alongside the biggest events and biggest stars in world music. It’s a tradition: the public already expects to see Budweiser involved in great moments, especially in the musical field. For Bud, it’s an incredible opportunity to connect with consumers in a genuine way, deepening the bond through unforgettable experiences. In 2024, we are working full steam to bring iconic actions and show that great moments happen with a Bud in hand, betting on the aspiration that international caliber experiences help to build.
Connection
The history of Budweiser is intertwined, worldwide, with the history of music. Bud is known for being the brand behind the music, an expert on this subject and in entertainment in general. So much so that Budweiser was present at the first Lollapalooza, in 1991. We also found several photos of great artists with a Bud in their hand in behind-the-scenes photos at the beginning of their careers. Budweiser is an iconic and aspirational brand that values music as a relevant platform, and among the reasons for this is the possibility of highlighting Bud’s global identity through the connection with music. It means that we can both bring the best of international music to Brazil, and bring the best of Brazil to the world, putting fans on the route to the best events alongside their idols. Since the brand arrived in the country, it has supported several international tours in Brazil, in addition to sponsoring Lollapalooza BR since 2018. This year, the platform grows with a partnership with 30e and the sponsorship of the Brazilian edition of Tomorrowland for the first time. To top it off, there is also performance at national festivals and regional events, such as Planeta Atlântida (RS), Coolritiba (PR) and Zepelim (CE).
Marketing
Budweiser is one of the most recognized beer brands in the world and is synonymous with innovative marketing strategies that impact audiences globally. Starting with its strong brand identity, Budweiser has launched actions that create a strong connection with music and beer fans, wherever they want: at major festivals in loco (in Brazil and around the world), in broadcasts, on social media and even even in reality shows, with the Budweiser Stage in the new ‘Estrela da Casa’, on Globo. And everything follows a single objective: always bringing fans closer to their idols. Social media campaigns, for example, have been successful in starting conversations and generating buzz. In 2024, we have already launched campaigns such as the Bud Tour – ‘You don’t have to be an artist to live like one!’ –, in which we take fans to live like celebrities, experiencing VIP situations in places where they went to enjoy the biggest music events around the world – a global action launched first in Brazil. And we had a historic edition at Lollapalooza Brasil, in which we presented the concept that ‘Everyone deserves a Bud at Lolla!’, including for anyone interested in toasting with a non-alcoholic beer. In this case, we distributed Bud Zero for free to anyone who wanted to ‘moderate’ to stay strong until the last show.
Read the full interview at propmark from September 30, 2024
