A slight color change rarely makes headlines — until Budweiser China launched its “Barely Noticeable Promotions” campaign, generating over three million impressions and boosting in-store sales by 43%*.
The 360° integrated campaign was inspired by Budweiser’s new visual brand identity and its use of a deeper shade of red. Partnering with Fred & Farid Shanghai, the brand installed NFC-enabled posters near retail outlets that featured layered hidden messages in the new color over the old. Consumers who spotted the ‘barely noticeable’ messages could tap their smartphones to instantly claim discounts, free products and other rewards. The campaign’s reach was amplified in media takeovers, in-store displays and winner experiences shared on social platforms, WeChat and Xiaohongshu.
Budweiser’s “Barely Noticeable Promotions” campaign generated three million impressions and grew in-store sales in China.
