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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Busch Apple

Winner in Multi-Platform Campaign

Entered in Wine, Beer & Spirits, Integrated Campaign

Objective

Our objective was to expand our product line by introducing our first flavored beer. We wanted to recruit price-conscious 21+ consumers that do not like the taste of beer to the beer category.

Strategy

When we set out to innovate a new flavor, we wanted two things. First, we wanted to create a Busch flavor that felt right for our midwestern drinkers, something grown in the midwest but something beloved nationwide. Secondly, we wanted a product that we could have fun with because poking fun at the world and ourselves is what Busch is all about. Busch Apple was our pick. Busch Light Apple blends the smooth, refreshing taste of Busch Light with crisp red apple for a clean taste and slightly sweet finish that’s lighter than conventional apple ales and ciders.

Then, it was time to poke fun... as Busch does. 

Some could call it low-hanging fruit, but Busch announced the release of Busch Light Apple in the same vein as the ridiculous Apple Product Launches. We went all in with the parody with our long-standing spokesperson, The Busch Guy, and created a product launch ecosystem.

This PARODY OF APPLE PRODUCT LAUNCHES included:

Results

It sold out everywhere. People are demanding it again in 2021. It worked!

Media

Video for Busch Apple

Produced by

draftLine, Busch Beer

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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