Budweiser has a deep connection with music, sponsoring major music festivals worldwide and discovering and supporting local emerging artists. In 2024, the brand aimed to continue fostering this connection with music and music fans, emphasizing that Budweiser is the beer behind the music.

For ambient work, we took the insight from Spotify to the streets, showing that Budweiser is the beer inside the music. To achieve this, we placed posters, print ads, billboards, and OOHs in more than 100 locations across Brazil, featuring Spotify Codes for songs that mention Budweiser. By simply scanning the codes, people were directed to the songs on Spotify that mention Budweiser. The ads had no logo because the brand was already inside the songs. A campaign only an iconic brand like Budweiser could do because there are more than 500 songs that mention the brand in the lyrics.

The Beer Inside the Music successfully reinforced Budweiser's association with music in an iconic and simple way. By using the brand's heritage in existing songs, the campaign was able to tell a history only Budweiser could tell. The results speak for themselves: on average, artists had 2x more listeners in the period of the campaign. Social media content garnered over 20 million views, achieving a 99% sentiment rate. Additionally, the campaign generated 8x more earned media than paid media, demonstrating its effectiveness in driving brand visibility and engagement.