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Budweiser’s heritage is built on resilience, craftsmanship, and pride. When former Nike executives joined Anheuser-Busch to build out the brand’s sports marketing division, they turned to Watson Creative to help translate these values into moments of authenticity that athletes and fans could connect with. The mission was clear: create meaningful, shareable brand experiences that align with the perseverance and grit that define both Budweiser and the world of sports.
The campaign, “Brewed the Hard Way,” celebrated athletes’ journeys through adversity, honoring their achievements both on and off the field. Every activation needed to feel personal, sincere, and seamlessly aligned with Budweiser’s long-standing connection to sports. Our strategy combined deep primary research, executive workshops, and influencer-driven storytelling to create assets that would leave a lasting impression on both the athletes and their audiences.
To bridge Budweiser’s past with the present, we developed custom wood seed kits inspired by the wooden crates that originally carried Budweiser bottles in the early 20th century. Each crate was laser-engraved with the individual athlete’s story, capturing their struggles, triumphs, and defining moments. Inside, the boxes weren’t just filled with Budweiser for post-game celebrations—they contained carefully curated items that held personal significance to each athlete.
The impact was immediate. Players kept their boxes in their lockers for motivation before games. They took to social media, posting unboxing videos, holding up the crates, and sharing what it meant to be recognized in this way. ESPN picked up the story, further amplifying the campaign’s reach. What started as a creative activation turned into a movement, reinforcing Budweiser’s role as a champion of resilience.
The campaign extended beyond custom kits, encompassing influencer marketing strategies, content calendars, and sponsorship activations that aligned with Budweiser’s commitment to sports. From engaging directly with fans to crafting content that resonated with sports culture, the goal was to position Budweiser as more than a beer—it’s a badge of honor, a symbol of hard-earned success.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
