Dive Brief:

• Budweiser will conduct a campaign on Memorial Day to promote a moment of silence to honor fallen members of the U.S. military, through ads and other messaging on TV, radio, print and social media, according to press materials shared with Marketing Dive.
• As part of that effort, the brand has produced a "Moment of Silence" video, which consists mostly of a minute of silence with a few ambient noises like the wind blowing and a few bird chirps. The campaign also includes an ad buy for a skippable pre-roll ad on YouTube on Memorial Day, which brings viewers to the "Moment" spot. Influencers on Instagram will share an image that says, "Moment of silence in honor of fallen heroes," without mentioning the brand, and a full-page ad in the New York Times will describe military sacrifice, according to Ad Age.
• In addition, all of the 12 breweries owned by parent company AB InBev will be closed for a minute of silence at 3 p.m. ET on the holiday, a National Moment of Remembrance as designated by Congress. Budweiser also noted that it donates a dollar from every case of limited-edition Discovery Reserve American Red Lager to benefit FoldsofHonor.org, an organization that provides scholarships for spouses and children of American service members who have fallen or become disabled.

Dive Insight:

Along with Fourth of July and Labor Day weekends, Memorial Day weekend accounts for a major portion of summer beer sales. This newest campaign for a moment of silence continues Budweiser's efforts to connect its brand to America and the American military (even though the parent company is based in Belgium). In recent years, AB InBev has worked to revitalize once-dominant brands like Budweiser, and this holiday effort doubles down on the brand's identity.

The multichannel campaign will help reach beer drinkers wherever they are on Memorial Day. Along with the "Moment" ad and YouTube pre-roll ad, influencer content and an ad in The New York Times will help extend the campaign's message beyond TV and radio, especially on a day when many Americans are celebrating outdoors.

The "Moment" campaign builds on previous Memorial Day efforts. Budweiser last year launched its Freedom Reserve Red Lager, which the company said was inspired by a recipe in George Washington's personal military journal from 1757. The Lager was made by a group of Budweiser brewers who are also veterans, and part of the proceeds were donated to a scholarship fund for military families.

Previously, the beer maker introduced a limited edition of camouflage aluminum bottles, another in a series of patriotic-themed packaging. In 2016, it temporarily renamed its flagship beer to "America."