When Bud Light wanted to make a surgical marketing strike in the Hawaiian market, they tapped our unique understanding of the surfing culture to ensure that the brand was not labeled as a “haole”, and help them combat competitors from taking market share in the Hawaiian Islands. We were able to authentically integrate local celebrities and Hawaii’s surfing heritage into content that would resonate with the locals and their key distributors.
To establish an authentic and credible local marketing platform, we activated Bud Light’s brand ambassadors with Hawaiian pro surfer Freddy Patacchia. In addition, we cast our Hawaiian friends to be apart of the story to celebrate the local surf culture lifestyle through branded video content and commercials. Our content was distributed online, in on-premise accounts, and on television.