FISHING: OBJECTIVE

Busch Beer and its consumers have always had a connection to the outdoors. To further that relationship, the brand has offered a fishing promotion. Every pack is filled with Limited Edition Fish Cans. But, if consumers find a rare Gold Trophy Can, they have a chance to win a grand prize fishing trip. As part of the promotion, Busch also sponsors professional angler, Kevin VanDam. Kevin acts as an advocate for the brand and attends the grand prize fishing trip to interact with the participants. Our goals for the promotion included developing an idea and plan for the visual direction and communication, executing tactics to attract attention and encourage participation, providing options for how the grand prize could evolve from previous years and leveraging Kevin VanDam.

FISHING: SOLUTION

While the brand tagline, “Here’s To Earning It,” is not part of the communication, it’s still leading the overall direction. Every image features Kevin VanDam or trip participants – from the previous years’ trip – in the act of reeling, pulling a fish from the water or displaying their catch. Our headline, “Catch One. Win Big.”, allows the consumer to quickly determine it’s a promotion with a grand prize. The phrase, “Catch One,” has a nice double meaning and additional details are explained in the subhead. We developed a microsite for the entry mechanism. When entering, consumers were able to select their preference for one of four possible trip destinations. The destination with the most selections was chosen for the grand prize trip. The Limited Edition Fish Cans were also connected to the four possible trip locations. We consciously matched Alaska with Sockeye Salmon, Montana with Cutthroat Trout, Michigan with Largemouth Bass and Louisiana with Red Drum.

During the process, I directed the photoshoot with Kevin VanDam and the trip participants. I led the brainstorms and built various retail tactics, including a dock display with a versatile 3-dimensional section of dock that could move around the display, and an idea that featured substitute fish cans and promo materials in the seafood case. I also executed and directed other team members when creating elements for print, out-of-home, digital, social media and experiential.

 
 


 
 
 

RETAIL


Dock display with a Kevin VanDam stand up, fish can stand up, promotional pole topper, and a versatile 3-dimensional section of dock that could move around the display.


 
 

Seafood case display with substitute trophy and fish cans in the ice, a promotional pole topper with a recipe tear pad, and a trophy can stand up.


 
 

C-Store Texas Bin with fish cans, refillable buckets (encouraging return visits), a tackle tote display enhancer, and a promotional pole topper.

 
 

MICROSITE


 

 
 

SOCIAL MEDIA

 

 

 
 

PHOTOGRAPHY

 
 
 

HUNTING: OBJECTIVE

In the Fall, the fishing program was replaced with a similar hunting promotion. It worked exactly the same, just with a new skin. The hunting promotion included the guidance to find a rare Gold Trophy Can for a chance to win a hunting trip, and the fish cans were replaced with four orange Limited Edition Hunting Cans. Our goals for the promotion included developing an idea and plan for the visual direction and communication, executing tactics to attract attention and encourage participation, and leveraging the winners and photography from the previous years’ trip.

HUNTING: SOLUTION

Similar to the fishing program, the visuals were focused on the trip participants – from the previous years’ trip – in the act of hunting or enjoying a beer after the hunt was done. Our headline, “Hunt One. Win Big.”, allows the consumer to quickly determine it’s a promotion with a grand prize. The phrase, “Hunt One,” has a nice double meaning and additional details are explained in the subhead. We developed a microsite for the entry mechanism. When entering, consumers were able to select their preference for one of four possible trip destinations. The location with the most selections was chosen for the grand prize trip. The Limited Edition Hunting Cans were also connected to the four possible trip locations. We consciously matched Duck with Arkansas, Pheasant with North Dakota, Elk with Idaho and Deer with Texas.

During the process, I directed the photoshoot, led the brainstorms and built various retail tactics, including a tree stand display designed to wrap around the structural poles inside of a store, and a duck blind display highlighted with a cardboard roboduck with rotating mechanical wings. I also executed and directed other team members when creating elements for print, out-of-home, digital and social media.

 
 


 
 
 

RETAIL


Tree stand display designed to wrap around the structural poles inside of a store. The display includes a tree stand dealer loader, a cardboard deer display enhancer made with packaging, a trophy can stand up, and a promotional pole topper.


 
 


Duck blind display with a trophy can stand up, promotional pole topper, duck-shaped danglers and highlighted with a cardboard roboduck with rotating mechanical wings.


 
 


C-Store Texas Bin with hunting cans, refillable buckets (encouraging return visits), a camouflage tote and bucket seat display enhancer, and a promotional pole topper.

 
 

MICROSITE


 

 
 

SOCIAL MEDIA

 

 
 

PHOTOGRAPHY

Photography for both promotions by Dave Jacobsen (lifestyle) and Amy Schromm (product)