The challenge
01
Budweiser needed an image makeover. The brand wanted to recapture the zeitgeist-defining role it once played and position itself as culturally switched-on and urbane.
The solution
02
In a perfect pop culture pairing, Budweiser partnered with Sir Peter Blake – a legend of the Pop Art world, contributing to some of the most iconic British album covers of all time – to create a limited-edition can to capture the hearts of consumers across Britain and establish Budweiser as a culture-setting brand in the UK.
Great beer deserves to be beautifully chilled
Introducing the world’s first refrigerated fridge frame, designed to display the work of art while chilling it to a cool 5°C. The frame went on display in Shoreditch, the vibrant heart of London, putting individual works of art in the hands of the masses. Gallery staff were on hand to open the frame and present cans to the public, including 10 hand-signed by Sir Peter Blake himself.
The frame then toured one of the country’s biggest cultural institutions, the Great British pub, hanging in walls of local drinking spots so more people could sample the art. It also visited homes around the country – turning living rooms into art galleries and making everyone an art critic, before finally touring Paris.
The impact
03
Capturing the public’s imagination
The activation drove foot traffic of 2,000 people per hour and landed a combined reach of 88M in media placements. The most impressive result was sales – causing a 22% uplift when compared to sales of the regular cans the prior month. The cans are trading as collector’s items and The Design Museum (the library of record for British artisanship) is currently discussing acquiring the entire exhibit as the signature representation of Blake’s life’s work.