There are over 500 songs in the world mentioning Budweiser in their lyrics. We pondered: if all this time they were advertising us, why not advertise them back? Thus, we transformed songs mentioning Budweiser into ads in the simplest way possible: by placing their Spotify Codes across our media spaces, including music magazines and newspapers. With just a scan of the codes, people were directed to the songs on Spotify that mention Budweiser. These ads intentionally lacked a logo, as the brand was already embedded within the songs. A campaign that only an iconic brand like Budweiser could pull off.

In Brazil, music holds a special place in the hearts of its people, transcending cultural, regional, and socioeconomic boundaries. From rap to rock, Brazilians have an insatiable appetite for music of all genres. However, as a developing country, access to premium streaming services like Spotify remains a luxury for many. As a result, the majority of users rely on the free version, which is flooded by interruptive advertising—a topic of conversation and the reason for many jokes and memes.

With UninterruptAds, we aimed to address this issue by offering users of Spotify Free a more enjoyable and seamless experience. By transforming songs mentioning "Budweiser" into ads that blend organically into their playlists, we provided an alternative to the traditional interruptive ads, ensuring that users could continue to enjoy their music uninterrupted while subtly engaging with our brand message.

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.

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.