The Creative Bar
Anheuser-Busch approached The Creative Bar to create a pilot program that would help them asses the purchasing habits of the Hispanic market in Los Angeles. As the brewery for Bud Light is located within less than 10 miles of the majority of Hispanic grocery chains in the area, the beer had the distinct advantage of being delivered fresh to its marketâ€”oftentimes within one to two days of being bottled. With the recent success off Bud Lightâ€™s â€œHecho en Los Angelesâ€ campaign, they wondered if awareness of this new competitive advantage would increase sales. The Creative Bar developed a series of strategies for presentation and then honed them down, together with the Bud Light team. The final strategyâ€”a farmers market conceptâ€”was then brought to life through a series of mockups and coordination with The Creative Barâ€™s fabrication team. Additional pieces such as uniforms, a-frame signage, and case stickers were also created to support the campaign. The end result was an interactive farm standâ€”displayed in the produce departmentâ€”that advertised â€œFresh Bud Lightâ€. One day a week, in coordination with the delivery of fresh produce, this life-size display would advertise a limited supply of Bud Light that had been brewed for distribution in the last 24 hours. During the remaining days of the week, the booth transformed with signage additions to advertise Bud Light Lime and Bud Light Orange along with limes and oranges.