One of my all-time favorite beers that I worked on is Busch. It’s a brand that’s straightforward, unapologetically manly and simple, just like the brew itself.
For the brand's 2018 campaign, we ran the gamut with content and media-driven ideas, some ranging from smart and easy enough to execute (NASCAR car-themed POS display with under the hood storage, digital OOH that served up weather and fishing conditions, and bringing Busch experiences like fishing and camping to retail parking lots), to the slightly off the wall but definitely memorable (AirBnB partnership to book Busch-themed cabins in the woods, streaming streams OOH, and a branded cologne for NASCAR enthusiasts that smelled like gasoline and burnt rubber).
The best concept we came up with, and the one that the brand chose to execute was an ode to the Busch Man himself: we turned the 2018 Talladega 500 flannel. The Flannel 500 had everything from wrapped Busch-sponsored cars and outfitted pit crews, to giveaways that rewarded consumers for braving the heat in their own flannel gear, and scripted content that I developed for the rollout on Fox Sports. I was even in talks with Kenny Loggins to re-record his hit “Danger Zone” as “Flannel Zone.”
