Budweiser Secret Sampling

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Relaunching Budweiser in Australia

Budweiser relaunched its brand to the Australian marketplace through a disruptive secret sampling campaign. By removing people’s pre conceptions through unbranded bottles wrapped in a sleeve & locked with a padlock, Budweiser let the liquid do the talking. This clever and engaging campaign took place across key cities in Australia sampling 18-34 year old men with their mates. Drinkers were then given the keys to unlock the bottle and reveal the brand, much to their surprise.