Budweiser stands firmly in the belief that everyone deserves the opportunity to reach for greatness and it’s our mission to make that journey to greatness as smooth as possible, creating opportunities for up-and-comers along the way.

When we were tasked with finding an unconventional way to give local dreamers and artists in Colombia a global stage, our minds immediately turned to our packaging. With a distribution network that reaches 1.8B people per year, Budweiser packs would make the perfect canvas to elevate the lesser-known.

So we partnered up with Rolling Stone en Español to find a crew of emerging musical artists in Colombia and decided to build a music magazine around them on the inside of our beer packs. We printed 110k copies of our first edition alone, making it the most circulated music magazine in all of Colombia.

Budget: $100k (USD)

Flipping through a magazine to uncover new music artists was a thing of the past…until now. Enter BudMag, a music magazine dedicated 100% to up-and-coming artists.

To get it in the hands of our target (LDA-34), we knew we had to meet them where they were - in supermarkets buying beer. So we made use of a space that’s often overlooked: the inside of our packs. With all that real estate, we were able to feature four fresh new rappers’ & singers’ music in our first edition, along with a bio penned by Rolling Stone en Español, we gave them each a massive stage.

Young people are often deterred from pursuing their dreams, whether it be due to self-doubt, hurdles, or simply a lack of opportunity. Budweiser is on a mission to challenge that reality by giving global stages to local dreamers as part of our larger music platform.

With the help of Rolling Stone en Español, we identified four up-and-coming musicians to feature in the first edition of BudMag. We highlighted their stories and their music with the goal of driving fandom and awareness for them. (Spoiler alert: we succeeded.)

Ultimately, Budweiser intends to continue the initiative across the globe to create those same opportunities for artists everywhere.

We launched our inaugural issue of BudMag in Colombia with 110k copies printed. Our delivery trucks doubled as paper boys, delivering BudMag packs across the country.

In order to kick the campaign off with a bang, we hosted a launch party in Bogotá with appearances from our featured talent. We decked out newsstands and bus shelters to spread the message that the path to music discovery exists inside our packaging. And then influencers got involved, filming videos of themselves opening the pack and reacting to the content inside.

If you thought print fell off, think again. We sold 110k copies of our inaugural issue, officially making it the largest music publication circulated in Colombia. Our earned media value exceeded $300k (USD) and BudMag garnered 7.2M free press impressions.

On top of that we succeeded in our goal of elevating up-and-coming artists. Influencer posts had a reach of 5.2M and 1.2M impressions, plus we saw an increase in Spotify listeners for each of our artists.