Dive Brief:

• Budweiser, owned by Anheuser-Busch InBev, launched a new campaign in partnership with Grammy award-winning artist Anderson.Paak, according to a press release. The effort is part of a new global platform launching this week that will see the brand continue to support emerging creatives.
• The campaign, titled "Tomorrow Is Yours to Take," was made with agency Wieden + Kennedy and kicks off with a music video, featuring an original song written by .Paak.
• The music video is meant to reach out to an "independent" generation that does what it believes in, according to the release. It features a number of creators, including French freestyle soccer player Sean Garnier, Brazilian rapper Xamã, Swedish fashion designer Julia Dang, Colombian graffiti artist Wanda Pot, Argentinian singer Lara91K, Brazilian graphic artist Gabriel Massan and British drummer Louise Bartle.

Dive Insight:

Budweiser's new campaign seeks to reach younger people in a way that may be more impactful than a standard ad. .Paak has over 22 million monthly Spotify listeners, and the video featuring the rapper could resonate with younger generations interested in music and art.

Research has found that millennials respond well to video advertising and value a sense of personal connection with a brand. Millennials are more likely to interact with online video than any other ad medium. Budweiser’s decision to produce a music video could help to reach millennial markets as it seeks to drive awareness and sales with a generation that tends to drink less beer than older consumers. Additionally, focusing on authenticity and creativity speaks to important millennial values.

"Budweiser is a rallying cry for relentless creators, dreamers, and go-getters hell-bent on making their mark," Todd Allen, Budweiser's vice president of global marketing, said in a press release. "While today marks the launch of Tomorrow Is Yours to Take, it's the creators, the dreamers and the risk-takers who take center stage with this new evolution. As someone who defied the naysayers to follow his dreams, .Paak embodies the spirit of Tomorrow Is Yours to Take and its meaning."

Budweiser has released similar, star-studded videos in the past. During the COVID-19 vaccination push in mid-2021, the brand had Bill Pullman recreate his pre-battle "Independence Day" speech.