Budweiser BBQ | Website and Point of Sale
role: creative director // hours: 30 // conversions: product sold out in 1 day
The Problem
The Result
After establishing our target audience, a combination of female Gen-Xers and Millennial males, we set to work creating messaging that would speak to deliciousness, ease of use and the evolving social structure of young people. We combined beautiful, custom food photography with Budweiser-branded visuals to create a modern, informative website, as well as sales slicks, POS materials, press releases and materials, and social media assets and content. The new brand launched March 5 and was an immediate sensation.
At the show alone, Coleman received commitments from 5000 stores to carry the new line, and nearly 200 online and printed publications, including Food & Wine, picked up the press release and ran the story. Budweiser BBQ was profiled on cable News channels and was the subject of a good-natured joke on the Tonight Show.
Website: https://www.budweiserbbq.com/
My Process
My team partnered with our research and insight team to conclude that the Coleman audience is primarily female Gen-Xers. The Budweiser audience is largely middle-aged males. But with grocery shopping and prepared foods purchasing trending towards Millennial Men, it made more sense for Budweiser BBQ's messaging and site structure to recognize this overlooked group in food marketing.
Before presenting the visual design we set up a focus group with 8 participants in our target audience, testing 2 designs. This input informed our final execution.
