Dive Brief:

• Anheuser-Busch (AB) InBev on Aug. 28 launched the latest iteration of its “That’s Who We Are” campaign, which showcases the beverage giant’s philanthropic efforts, according to a press release.
• The continuation includes a new spot dubbed “We Can’t Predict. We Can Prepare.” that highlight’s the brewer’s emergency drinking water program, which works to disperses drinking water to disaster zones and communities in need.
• The latest ads arrive ahead of National Preparedness Month in September. Tied to its efforts, AB InBev also has a partnership with the National Volunteer Fire Council to provide drinking water to volunteers fighting wildfires across the country.

Dive Insight:

Coming off a lackluster second quarter, AB InBev is looking to connect with consumers through its efforts around activism and support of communities in need. With revenue in Q2 for the brewer having fallen 10.5% in North America, largely due to ongoing controversy surrounding Bud Light’s partnership with influencer Dylan Mulvaney, CEO Michel Doukeris on an earnings call remarked that Bud Light would now focus more on interests that align more closely with its target consumers, highlighting music, football and programs supporting the military.

The brewer’s new spot shows employees taking a break from brewing beer to can water, with a shipment then delivered to a fire department. The water cans themselves are heavy with AB InBev branding, and people featured in the campaign can be seen wearing Bud Light and Budweiser merchandise.

Since 2019, AB InBev has donated over nine million cans of water to approximately 2,500 fire departments across 49 states. Further, the brewer together with its wholesale partners and the American Red Cross has donated 90 million cans of water to U.S. communities in need since its emergency program was founded in 1988.

“We hope the launch of the “We Can’t Predict. We Can Prepare.” advertising just ahead of National Preparedness Month will bring more awareness to the importance of planning ahead and preparing for natural disasters,” said Cesar Vargas, U.S. chief external affairs officer at AB InBev, in a press statement. “Our commitment to local communities and to first responders is ingrained in our heritage. Through our emergency drinking water program, Anheuser-Busch stands ready to help our neighbors, friends, and family in times of need.”

Water is the primary ingredient in beer, with most beers hovering around 95% water. Canning drinking water for disasters makes use of supplies already available to AB InBev, along with its supply of cans. With wildfires increasing in frequency and intensity, showing off its canned water indicates AB InBev is willing to divert supplies that could be used to brew product into helping others. By focusing on firefighters in campaign materials, the brand could reach core consumers while also avoiding the often-politicized issue of climate change.