Hasta La Creative!

Anheuser-Busch InBev has launched a digital campaign called “Let’s Grab a Beer” that seeks to promote, you guessed it, beer. While that is not surprising, this is: The program carries almost no branding.

The effort, which is anchored by a new website, is aimed at growing the total beer category. The site includes a combination of original and aggregated content, ranging from “deep reads about the past, present and future of beer” to colorful charts and graphics. One chart, for instance, states that “33% of Americans would prefer to get to know someone over a beer,” while only 22% would “prefer to get to know someone over a cocktail.” The source is a survey conducted for the campaign by Wakefield Research.

As the dominant beer company in the U.S. by market share, A-B InBev obviously stands to gain if the total beer category grows. And growing volume has become a critical task for the beer industry in recent years as the liquor industry has gained business partly through more aggressive marketing by individual brands.

Continue reading at AdAge.com