BUDWEISER SHEDS LIGHT ON THE HARDSHIPS FACED BY VETERANS AND THEIR FAMILIES TO HELP CHANGE THE    LIVES OF THESE FORGOTTEN HEROES.

 
 

PROBLEM

Beyond decades of charitable partnerships, Budweiser employs 1,000 vets across the country. In 2017, we wanted to celebrate those who have served. But in a time when “thank you” has begun to feel hollow, how do you honor veterans in a meaningful and authentic way?

 

SOLUTION

CAMPAIGN LAUNCH

BUILDING AWARENESS

Heading into summer, we created limited edition camo bottles, brewed by vets, for vets. The brand donated $1 from every case sold to Folds of Honor, a nonprofit that provides scholarships for families of fallen or wounded soldiers.

Ahead of Memorial Day, we delivered the first batch of bottles to a group of veterans — dropping 2,500 pounds of Budweiser out of a C-130 military plane — and gave them a welcome home they never received.

 

Ahead of July 4th, we wanted to show the world what the face of one of those scholarships look like. So we partnered with former USMC Adam Driver to award a scholarship to the daughter of a wounded Marine.

 

RESULTS

In the end,we presented Folds of Honor with a $1 million check. By shedding light on the hardships of our military heroes and their families, we were able to change their lives and connect with consumers.

 
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