BUSCH RACING
Objective
In 2016, Busch Beer returned to NASCAR as a sponsor for Kevin Harvick and the No. 4 car race team. We were tasked with extending the current “Here’s To Earning It” campaign into a racing program executed in retail, experiential and social media. Along the way, we determined the brands relevance to racing and its consumers, how the brand can differentiate itself from other sponsors, and how our current campaign was connected with racing culture.
Solution
Following our, “When It’s Done and Done Right,” model for the everyday campaign, we focused on the authenticity and visceral nature of racing. The final imagery was intended to feel smoky, gritty and, overall, not as clean and perfect as the other sponsoring brands. We wanted to develop a look that fans could enjoy and anyone could appreciate if you like to get your hands dirty. Also, unlike other brands, we focused on not only the driver, but various members of the pit crew and team as well. The communication is consistent with the brand voice, but the design elements have evolved slightly to better reflect racing. Stripes and angles were applied to the layout to add a visual detail familiar to race fans and to create a sense of motion.
During the process, I directed the photoshoot with Kevin Harvick, the No. 4 car and other team members. I also led the brainstorms, helped guide the overall direction, and executed or directed other team members when developing tactics and elements for retail, experiential, social media, out-of-home, and bars and restaurants.
BUSCH FISHING
Objective
Busch Beer and its consumers have always had a connection to the outdoors. To further that relationship, the brand has offered a fishing promotion. Every pack is filled with Limited Edition Fish Cans. But, if consumers find a rare Gold Trophy Can, they have a chance to win a grand prize fishing trip. As part of the promotion, Busch also sponsors professional angler, Kevin VanDam. Kevin acts as an advocate for the brand and attends the grand prize fishing trip to interact with the participants. Our goals for the promotion included developing an idea and plan for the visual direction and communication, executing tactics to attract attention and encourage participation, providing options for how the grand prize could evolve from previous years and leveraging Kevin VanDam.
Solution
While the brand tagline, “Here’s To Earning It,” is not part of the communication, it’s still leading the overall direction. Every image features Kevin VanDam or trip participants – from the previous years’ trip – in the act of reeling, pulling a fish from the water or displaying their catch. Our headline, “Catch One. Win Big.”, allows the consumer to quickly determine it’s a promotion with a grand prize. The phrase, “Catch One,” has a nice double meaning and additional details are explained in the subhead. We developed a microsite for the entry mechanism. When entering, consumers were able to select their preference for one of four possible trip destinations. The destination with the most selections was chosen for the grand prize trip. The Limited Edition Fish Cans were also connected to the four possible trip locations. We consciously matched Alaska with Sockeye Salmon, Montana with Cutthroat Trout, Michigan with Largemouth Bass and Louisiana with Red Drum.
During the process, I directed the photoshoot with Kevin VanDam and the trip participants. I led the brainstorms and built various retail tactics, including a dock display with a versatile 3-dimensional section of dock that could move around the display, and an idea that featured substitute fish cans and promo materials in the seafood case. I also executed and directed other team members when creating elements for print, out-of-home, digital, social media and experiential.
