The Netherlands saw the introduction of one of the world’s biggest and most famous beer brands, Bud. The king of beers. It might have been Holland’s biggest beer launch in history. XXS Amsterdam jumped in with strategic and creative force.
In an already crowded Dutch beer market, we’re capitalizing on the brand’s international reputation. Together with successful events like BUDx, there’s a perfect foundation for this introduction. Therefore we saw that it was important to not only introduce the brand, but communicate what’s relevant. Taste. With its signature smooth taste, Bud is a very easy to drink premium beer. The smoothness makes it the beer of choice for outgoing people like festival-goers and urban nightlife. The tagline ‘King of Beers’ called for an ambitious and bold introduction with huge OOH around big cities like Amsterdam, Rotterdam and Utrecht. We paired it with equally bold TV commercials and a social campaign, both carrying high-energy visuals and soundtrack. That is how we approached the target audience - the ones who carry that same ambition.