Budweiser isn’t doing too well. The beer brand is suffering from declining sales hanks to a lack of interest from a key demographic: millennials. So how did Bud decide to go about attracting the younger generation of beer drinkers? It turned to Tinder. That’s right, Budweiser has become the first company to advertise through the popular dating app.
Bud may be failing to reach millennials, but Bud Light is winning. Last year, following the success of its “Up for Whatever” ad spot in the 2014 Super Bowl, Bud Light turned an entire town in Colorado into “Whatever, USA” and in September invited 1,000 millennials to party there for a weekend. The campaign leading up the mysterious rager included fake news reports produced by the Onion’s creative team and listicles published on BuzzFeed. “We’re reaching approximately 50 percent of 21- to 27-year-olds every week via Facebook,” David Daniels, Bud Light’s brand director, told AdWeek at the time. “And we should reach about 80 percent of the 21- to 27-year-old population an average of 50 times throughout the summer.”
