Busch found its social media community was consistently using the hashtag #BuschLatte to refer to the brand’s Busch Light product hundreds of times a month. It was an affectionate, organic reference to the beer, originating because either Busch drinkers were enjoying a beer early in the morning (when most were drinking coffee) OR because it parodied a sophistication that wasn’t traditionally associated with Busch Light.

To announce a limited Busch Latte product’s availability, Busch put its own twist on the unmistakable and iconic classic coffee ads from the 80s and 90s. Everyone knows those Folgers ads that included happy families smelling AM brew to start their day off right, followed by a catchy jingle. Busch created its own video and matched it shot for shot, featuring beloved brand spokesperson Busch Guy and two friends out in a cabin waking up to Busch Lattes, and even included an original composition.