With the COVID-19 pandemic, we’ve all been asked to rethink our everyday life, how we stay connected with people and what we can do to support one another. AB InBev is no different. We have tapped into the power of our teams and brands to support during this crisis and to do our part for our communities and for each other.
Here’s a look at just some of the ways our brands are stepping up around the world:
Supporting the front line in the fight against COVID-19
As one of the largest sponsors of live sports and entertainment in the U.S., Anheuser-Busch has redirected its sports and entertainment investments of 5 million US dollars to the American Red Cross and donated media air time for public service announcements. In light of the blood supply shortage due to cancellations of blood drives because of social distancing limitations, Anheuser-Busch and its sports partners are also lining up arenas and stadiums for temporary blood drive centers, including at the Anheuser-Busch tour centers in St. Louis, Missouri and Merrimack, New Hampshire. With Anheuser-Busch’s assistance, the American Red Cross has already held successful blood drives with proper social distancing measures at Lincoln Financial Field (Philadelphia, PA), State Farm Stadium (Glendale, AZ), Wrigley Field (Chicago, IL) and a number of other locations. To find upcoming blood drives in the U.S., visit: redcrossblood.org.
Castle Lager now stands behind a new team: the team working hard on the front lines to save lives and keep South Africa going.
As a proud sponsor of South Africa’s three largest national sports teams, Castle Lager is redirecting a portion of its marketing investments to the independent Solidarity Response Fund, that’s offering prevention, detection, care and support services to the people of South Africa.
Reinforcing preventive measures
Although our purpose is bringing people together for a better world, today, our brands are reinforcing how important it is that we do our part, by staying apart.
Quilmes encourages consumers to stay home and take care of each other.
Our Argentinian brand, Quilmes, recently launched the #WeAreResponsible/#SomosResponsables campaign encouraging consumers to avoid gatherings and stay home as the only way to take care of each other.
In South Africa, Carling Black Label expanded their #NoExcuse campaign, originally launched in November 2017 to raise awareness, encourage behavior change, and ultimately help put an end to violence against women, to provide additional support while citizens are on lockdown.
In Mozambique, our local operations are partnering with local government on “STOP COVID-19” a campaign to promote safe hygiene and sanitation practices in places like markets and public transportation.
Budweiser re-released its iconic 'Whassup' commercial over 20 years after it debuted with a quarantine twist. The advertisement uses the original cast with re-recorded audio updated to reflect the current situation and encourages connecting with each other in order to stave off isolation and loneliness. The ad will run in several markets, including the UK, Canada, the Netherlands, Spain, Russia, Ukraine and Nigeria.
Dwyane Wade, Gabrielle Union and their friends remind us that saying ‘Whassup’ is all it takes to check in. Staying connected matters now more than ever.
Budweiser also unveiled a contemporary and timely version of the ‘Whassup’ commercial for the U.S. that features former NBA basketball star Dwyane Wade and his wife, actress Gabrielle Union, checking in on his former Miami Heat teammate Chris Bosh, 2x WNBA MVP and star of the Los Angeles Sparks Candace Parker, and DJ D-Nice during one of his popular ‘Club Quarantine’ dance parties. As part of Budweiser’s Public Service Announcement (PSA) to encourage America to check-in and say “whassup” to love ones during quarantine, the brand has partnered with The Salvation Army, which launched a nationwide hotline in April in response to rising levels of anxiety, uncertainty, and fear resulting from the pandemic.
Connecting with consumers at home
With most all aspects of our lives upended, we’re all craving a sense of normalcy. Our brands are providing that at a distance with inventive online events to bring some joy and comfort during these uncertain times.
For music-lovers there are plenty of options. Budweiser is bringing the nightclub experience to the home with its series of weekly online e-clubbing DJ sets in China.
BUDXHOME events in India have artists playing music nightly and for each stream, and Budweiser will make a donation to the Indian Nightlife Collective providing financial aid to industry workers impacted by COVID-19.
On April 4, as part of the Circuito Brahma Sertanejos series, a wildly successful four-hour livestreamed concert on YouTube featuring Brazilian duo Jorge & Matheus was streamed by more three million people and accumulated over 40 million views.
And, in the U.S., Bud Light is now offering its popular “Dive Bar Tour” concert series live from the homes of popular musicians including Dierks Bentley, Jake Owen, One Republic, and Charlie Puth.
Finally, in Belgium, Jupiler’s “Defer your Birthday” campaign encouraged consumers with birthdays in March and April to ‘choose a new birthday’ once the lockdown is over to make-up for missed celebrations with friends and family. Over 70,000 Belgians signed up within just 48 hours of the campaign launching – about 10% of all Belgians of legal drinking age born in March and April!
No matter the occasion, we want every experience with beer to be a positive one. As always, if you decide to drink alcohol you should do it responsibly - pace your drinks with non-alcohol beer, hydrate and have food while drinking.
These are just some examples from our brands highlighting our recent work, and we will continue to explore opportunities in which we can support the fight against COVID-19.
Stay tuned for more ways our brands are connecting with people at home and on the front lines – proudly bringing us #TogetherAtADistance.