One of Budweiser’s three growth moves in 2023 was to attract younger LDA, multicultural consumers into the brand. This group was the only group of consumers that Budweiser was growing with, so our goal was to fuel that momentum through a passion point they interacted with daily: hip-hop music.

Budweiser collaborated with the Notorious B.I.G. Estate to revive the iconic Word Up! Magazine, the hip-hop culture outlet known for having its pulse on the hottest up-and-coming talent in the 90s. The Notorious B.I.G. made the magazine infamous in his song ‘Juicy’ with the lyrics “It was all a dream, I used to read Word Up! Magazine,” a song that told his true story of pursuing the American dream.

Embracing the shared values of perseverance, drive, and the pursuit of the American Dream, Budweiser celebrated Hip-Hop's 50-year anniversary by reviving Word Up! Magazine, an iconic publication immortalized in the lyrics of rap's greatest legend, The Notorious B.I.G — “It was all a dream, I used to read Word Up! Magazine”. In collaboration with the Notorious B.I.G. Estate, the magazine provided an inspirational deep dive into his journey from Brooklyn’s streets to becoming hip-hop royalty. Featuring firsthand accounts, including a poignant letter from original Editor in Chief, Gerrie Summers, and insights from Marc Pitts, Elliott Wilson, and other hip-hop legends, the magazine became a tangible expression of our audience's ambition and drive. This creative strategy honored The Notorious B.I.G.'s legacy and deepened our brand’s engagement with the community, showcasing the authentic connection between Budweiser, The Notorious B.I.G.’s story, and hip-hop culture.

Budweiser had an opportunity to celebrate Hip-Hop’s 50th anniversary, but to break through the noise it needed to separate itself from the other brands and activations in the space with a deeply authentic and meaningful idea.​ Budweiser leveraged its understanding of the audience's profound bond with hip-hop culture and its shared values of perseverance, drive, and dreaming big. Boosting consideration and consumption was key, yet building a vibrant community was the roadmap to success. This commitment to authenticity led to the strategic distribution of the magazine in key hip-hop locales and online, fostering a sense of unity. These efforts invited fans to relive cherished memories and explore past and present facets of hip-hop culture together through a piece of nostalgia reimagined, thus deepening their connection to the brand and each other.

The revival of Word Up! Magazine seamlessly married its iconic heritage with modern design, anchored by Budweiser’s signature red. Premium cardstock transformed it into a coveted collectible, featuring a minimalistic yet striking cover of The Notorious B.I.G. Inside, pages came alive with nostalgic and previously unseen photos of the rapper, complemented by vivid illustrations from artists like Ian Wright, capturing pivotal moments of his journey. Authentic graffiti treatments of his lyrics echoed his enduring influence, while a pull-out poster by Barron Claiborne celebrated his "King of New York" status. Importantly, brand adverts were integrated within the magazine's aesthetic seamlessly. The deluxe edition, enriched with content from The Notorious B.I.G.'s inner circle, expanded the narrative further. This thoughtful blend of design, material quality, and artistic collaboration honored The Notorious B.I.G.’s legacy and deepened the engagement with fans, embodying Budweiser's commitment to authenticity.

On the anniversary of the song 'Juicy', Aug 9, Budweiser announced in PR and social media that it would be releasing a limited-edition run of Word Up! Magazine to honor The Notorious B.I.G. on Sept 13, marking the anniversary of his debut album release. To ensure the magazines reached true fans, Budweiser partnered with culturally significant sites in six hip-hop hubs across the country—NYC, Philadelphia, Chicago, Detroit, Atlanta, and Los Angeles—shipping 5,000 copies of the limited edition to locations ranging from streetwear boutiques to cultural institutions.

Achieving 1 Billion UVM PR impressions (50% over target) and 100% positive sentiment, the campaign also boosted social followership by 50% and CRM open rates to 88%. Most importantly, Budweiser saw a 3.5% lift in consumption among multicultural drinkers. This effort surpassed all benchmarks, solidifying the brand’s involvement in Hip-Hop’s 50th Anniversary and boosting its cultural relevance.