Budweiser – Be Wiser Campaign
Reframing an iconic beer for the next generation — bold, responsible, and future-focused.
Overview
Budweiser is an American icon with over a century of brewing history — but in a rapidly shifting cultural landscape, the brand needed to evolve its image. The “Be Wiser” campaign repositions Budweiser for a new generation of socially-conscious young adults. This initiative moves the brand beyond beer and into the realm of cultural ally, focusing on sustainability, responsibility, and inclusivity without abandoning its heritage.
The Challenge
Budweiser’s loyal customer base skews older, and for years the brand has carried the perception of being an “old man’s beer.” The challenge was to create a campaign that resonated with younger audiences—particularly Millennials—while maintaining credibility with longtime fans. The goal was to prove that Budweiser is not only relevant but also forward-thinking, socially responsible, and aligned with modern values.
The Solution
Our creative direction centered around the idea of helping consumers “Be Wiser” — a natural play on the Budweiser name. We tapped into three key territories: Sustainability: Promote eco-friendly habits through bottle and keg refill stations. Responsible Drinking: Encourage smarter drinking habits with interactive bar experiences that help patrons assess if they’re safe to drive. Community Impact: Use the brand’s platform to champion inclusivity and local engagement. By blending real-world activations with engaging digital touchpoints, Budweiser became a facilitator of positive change — not just a beverage choice.
Process
Research
Studied beer culture trends and Gen Z/Millennial values to align brand positioning with current social priorities.
Design Direction
Modern typography, bold red-white palette, and packaging with scannable codes for engagement.
Interactive Concepts
In-bar driving simulators encourage responsible drinking with Lyft integration.
Activation
Launched refill stations for bottle/keg returns, offering discounts and rewards via the Budweiser app.
Results
Created a refreshed brand perception — modern, responsible, and socially relevant — while engaging both loyal fans and new drinkers.
Budweiser
“Be Weiser”
This campaign features a rebrand of America’s greatest beer, Budweiser.
We want to connect with our target audience, millennials, through sustainability by showcasing our brand values and how we as a brand want to be the change the world needs. This Campaign features Limited edition packaging, a social media campaign, Brand Video and experiential elements.
“Be Weiser” campaign video
This the the Budweiser rewards app where users can interact with the brand by scanning different Budweiser packages for rewards and can even locate our new beer refilling stations.
New limited edition packaging for the “Be Weiser” campaign. Each bottle has a piece of advice and/ or a joke written on it to give you new ways to be a little wiser.
The first two are a couple social media advertisements that show different situations that make you stop and think how you can make better decisions and drink responsibly. The last advertisement is showcasing the new packaging.
These last three social media posts create a way for users to interact with the brand more. There will be different sets of questions and trivia that people can answer in order to win some exclusive prizes through the Budweiser Instagram.
Jessica Pejic- Art Director, Designer
Alessia Siano- Art Director, Motion Media, Designer
Krysta Silva- Art Director, Ux
Be Weiser – Budweiser Rebrand
A campaign to reposition Budweiser for Millennials through sustainability, interactivity, and purpose-driven packaging and experiences.
Project Overview & Objectives
Rebrand Budweiser to resonate with Millennials by spotlighting sustainability, interaction, updated packaging, and brand purpose.
Target Audience
Millennials seeking authenticity and eco-conscious brands that combine humor with responsibility.
Creative Strategy
Limited-edition bottles featuring witty advice, a rewards app for scanning packaging, and refill station locator integration.
Design Impact
Emotional engagement through humor, purpose-driven messaging, and immersive brand experiences.
Projected Results
- Increased social shares and app engagement.
- Improved brand perception as sustainable and innovative.
- Lift in purchase consideration and loyalty.