Dive Brief:

• Budweiser teamed up with Oscar-winning director Spike Lee on a new short film, "Impact," which celebrates the 100th birthday of Jackie Robinson, according to a news release shared with Marketing Dive. The film will air for the first time nationally on March 28, opening day of the Major League Baseball season, on TV and in ballparks.
• The three-minute film, narrated by Robinson's daughter Sharon Robinson, was inspired by the baseball great's quote, "A life is not important except in the impact it has on other lives." The film shows how Robinson broke the race barrier in baseball and parallels his impact on baseball with a wider discussion on unity and inclusion. Also featured are local advocates who are creating change and making an impact on their communities.
• Budweiser will also launch a 360-degree campaign, including TV, cinema, print, out-of-home, digital, social and in-stadium media, celebrating Robinson's legacy. The beer brand also created limited-edition Jackie Robinson "42" aluminum bottles for the MLB season, with 42 cents from every bottle being donated to the Jackie Robinson Foundation to help support the Jackie Robinson Museum opening in New York City.

Dive Insight:

Partnering with iconic director Spike Lee and celebrating baseball legend Jackie Robinson could help Budweiser boost brand awareness and drive sales. Lee recently won his first-ever Oscar for the film "BlackKklansman," which was one of the most popular movies of the year. The messaging of celebrating diversity and making an impact on society should resonate most with younger consumers, who expect brands to stand for something.

As beer sales have been slipping, beer brands have embraced new creative ways of targeting millennials, who often prefer craft beer, wine and spirits over legacy brands like Budweiser. The brand also appears to be targeting African American millennials, a key demographic for food and beverage brands, as they make up one-quarter of the African American population. Video content, like series and short films, often helps brands connect with these consumers, as original digital video audiences tend to skew younger and more diverse.

Budweiser's "Impact" follows similar efforts from booze brands aimed at reaching African American millennials. Cognac brand Hennessy debuted a four-part content series, "We Are," to celebrate Black History Month in February. The series showcased stories of innovators, with episodes featuring artists, musicians and other creatives.