In the club and nightlife scene where Budweiser has low acceptance, the idea here is to seed an entirely different drinking ritual with Budweiser Shot to gain organic credibility. So we treated Bud Shot like a real shot. This entire launch campaign is based around cutting the top off the can and shooting back the Bud Shot, yet Budweiser never acknowledges or claims responsibility of this ritual seeing that the print media is intentionally different, yet strategically recognizes the after effect of the product. On-premise serving is the primary component of getting the idea out there with underground support of anonymous digital/social channels.
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