It’s a WALK OFF!

This time the objective is not to turn left vs right & out model a rival on the runway. With anticipation of the MLB season building,  Budweiser announced this afternoon their support of late inning heroics by the home team.  For each Walk Off Home Run hit in 2012, Budweiser will donate $5,000 to the Folds of Honor Foundation. This foundation was set up for families who lost a service personnel killed or disabled while protecting this great nation’s freedom. It provides educational scholarships for their children.

“Never before has rooting for the home team meant more than it does this baseball season,” Rob McCarthy, vice president of Budweiser at Anheuser-Busch.  “Our partnership with Folds of Honor is helping to make a difference in the lives of families whose love ones have paid so dearly to protect the freedoms we all hold so dear.”

Similar to last year, the brand will also donate a portion of each case sold during the promotional period to help raise a grand total of $2.5 million for FHF. Expect to see stunning #BudFlag displays at your local stores. In addition, a full market conversion will take place to showcase the patriotic cans & bottles.

I believe successful brands are realizing the importance of trying to own an emotion or memorable moment vs a product attribute.