Anheuser-Busch InBev has publicly announced their vision/goal is “To be a better beer company in a better world.”
One truly remarkable activation that brought their words to life was the 2011 Bud Light Recycling Zone tour. With the help of Situ8 marketing agency, a 28 foot NFL Goal Post was constructed using 125,000 recycled Bud Light cans. In leveraging their sponsorship with the NFL, the brand visited select NFL markets and set up the interactive display in tailgating lots. Consumers were given an opportunity to attempt a PAT all while gaining knowledge of the importance of recycling.
“Anheuser-Busch and Bud Light have long been committed to recycling and encouraging adults to make the right choice when disposing of their empty beverage containers,” said Kathy Casso, vice president of corporate social responsibility for Anheuser-Busch. “The Bud Light Recycling Zone is a fun way to promote recycling with NFL fans across the country.”
It is refreshing to see a brand leverage a national sponsorship to drive awareness for something other than sales.