Foods

Budweiser Zero unites athletes to support Dry January

Dive Transient:

  • Budweiser Zero, Budweiser’s first zero-alcohol brew, assembled a squad of athlete ambassadors for a Staff Zero marketing campaign selling Dry January, per supplies emailed to Advertising Dive. Dry January is a motion the place customers abstain from alcohol consumption to begin the 12 months.
  • Shoppers can join at JoinTeamZero.com to obtain motivational emails by way of the top of the month from Staff Zero, a bunch comprised of NFL participant Darius Slayton and golfer Kevin Kisner, with help by Budweiser Zero co-founder and NBA star Dwyane Wade.
  • Together with receiving motivational emails, customers can enter a sweepstakes for an opportunity to obtain two tickets to a 2021 World Sequence Recreation. The Dry January push comes as beer manufacturers look to interact with customers who’re transferring away from beer to different spirits or who’re consuming extra non-alcoholic choices.

Dive Perception:

AB InBev launched Budweiser Zero in July 2020 to faucet into client curiosity in low- or no-alcohol drinks, a pattern that is particularly obvious amongst youthful individuals who have gravitated away from beer. By launching an consciousness push round Dry January, the model can interact customers who’ve joined a health-focused motion that continues to choose up steam since its founding in 2013 as a public health campaign in the U.K. On the similar time, the promotion asks customers to join electronic mail messages from its group of athlete ambassadors, that means that AB InBev can purchase useful buyer data which may inform future advertising efforts.

With Staff Zero, Budweiser has assembled a various group of athletes that buyers can “be a part of” of their Dry January efforts. Together with U.S. stars Wade, Slayton and Kisner, the hassle consists of English soccer participant Jordan Henderson, former Canadian ice hockey participant Paul Bissonnette and George St-Pierre, a Canadian UFC champion.

Budweiser Zero is the newest beverage model to tie up with Dry January. Danone’s Volvic water line final month gave folks an opportunity to win a month’s provide of its bottled mineral water, changing their “wet bar” with a “dry bar.” Final January, Heineken promoted its alcohol-free Heineken 0.0 with a campaign starring Daniel Craig, whereas Molson Coors focused millennials with its Miller64 push for a “Dry-ish January.”

The Staff Zero push comes as AB InBev appears to be like to construct on final 12 months’s progress in at-home consumption because the coronavirus pandemic continues to have an effect on on-premise channels. The marketer’s income grew 4% within the third quarter of 2020, a robust interval within the U.S. that the company attributed to a “consumer-focused industrial technique that’s centered on driving innovation and rebalancing our portfolio towards rising segments.”

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