The global Budweiser concept is “Yours to take”, but we discovered that there was still a key place for the brand that they haven’t taken up: the space of our customers’ fridges. With that discovery, we proposed to ourselves to create an advertising campaign that reminds them that in good times the Budweisers must be cold, that way increasing our engagement as a brand.

We identified the products that take the most space in the fridge: Mayo, Ketchup, Mustard, Milk, Eggs and Salami, and created mini versions of them, with the goal of making more room inside the fridge. That way you can cool more Buds and enjoy a good experience. In other words, we decreased the risk of warm beers when having a good time.

April 1st in Chile was the night where the clocks went back one hour, giving an extra hour to celebrate, a great night that would need more Buds to party, but whenever more Buds are needed there's always a problem: Not enough room in the fridge. That's why we created the TINY PRODUCTS, mini versions of the products that take up the most space in the fridge.

This was aimed at young people between 18 and 35 years old. Segmented by influencers and media in the communication controlled by the brand, but when it came to amplification in earned media we were looking for the greatest transversality and reach possible using Comscore, Look A Like models, The System Planning and BM of Meta.

The Tiny Products were distributed to the influencers on March 29th, launching the campaign that day. At the same time, the press release of the idea.

We created 100 kits with six Tiny Products in each one. The campaign included: digital pieces as stories, link ads, bumper ads and display ads to reach awareness. At the same time we activated a strong Influencers Strategy to whom we sent gift kits, that way they could show more details of the experience and invite people to get them. Finally, we activated digital press to turn the campaign into news. A one-week campaign that worked with the context that summer was ending in Chile and the beginning of daylight savings, resulting in the longest night of the year, a night where parties become more important among young people.

+20.000 Interactions

+10M Impressions

$25M Earned media

100% Positive sentiment

+2300 Requests for the products

Most importantly: thousands of Budweisers cooling in the fridge.