For 13 years, it was banned to drink alcohol in the United States, thanks to a small object called Prohibition. It may not be like something to think about in return, but on the occasion of the 85th anniversary of the repeal of the 21st Amendment, Budweiser and Jim Beam celebrate the end of this dark period with what they say. They call the "Day of Repeal".
Budweiser has concocted a smart plan to involve not only consumers, but also other beer brands across the country. The brand has decided to place a number of digital billboards in front of the breweries and offices of some of their competitors, including Sam Adams, Miller, Yuengling and Heineken.
The ads are not meant to be malicious, and Budweiser does not (really) try to track down any of its competitors with the location of the billboards. Instead, he calls all beer brands to celebrate this birthday together from now on.
"For 13 long years, Prohibition kept America's favorite lager beer from its loyal drinkers. On December 5th of each year, we will gather brewers, friends and beer drinkers at the bar and celebrate our right to drink, "said Monica Rustgi, Vice President of Budweiser, in an email to Adweek .
Each out-of-home advertisement is personalized for the corresponding beer brand. For example, the announcement at the headquarters of Heineken said: "Dear Heineken, go to the Bar on December 5th. This is the day of repeal. Greetings, Bud. "
Long-standing marks of American history, Budweiser and Jim Beam were both present when the prohibition came into force and had to cease production of their respective products . Nevertheless, Budweiser has been creative during this 13 year period. " Budweiser was able to keep his doors open while we waited patiently for the return of alcohol and were able to keep all our employees employed by creating alcohol-free products like soap, ice cream and
Budweiser and Jim Beam also encouraged other brands and consumers to end their working day at 5:32 pm – the exact time of the repeal of the 21st Amendment – to celebrate the right to drink. On Wednesday, Budweiser celebrated in force in New York, sending Budweiser Clydesdales around the city to distribute beer along the way.