Bud Light Sports
Point of Connection Materials (POCM)
Bud Light has had amazing partnerships with the biggest sports properties, including the FIFA World Cup, NFL, UFC, U.S. Soccer, and the Mexican National Soccer Team. As part of the partnership with each of these properties, besides the opportunity to activate at the sports events, Anheuser-Busch also had the rights to create Point of Connection Materials (POCM) for the local teams/distributors to activate on- and off-premise in different markets around the U.S. POCM includes all materials that can be used to create displays such as signage, stringer pennants, neons, etc. as well as premiums and glassware.
Challenge in a nutshell:
Create POCM that is attractive and relevant for wholesalers to order and support the program and for consumers to react to and purchase Bud Light.
- In charge of managing the relations with each of the sport property partners on behalf of the client and the agency
- Managed the trimester planning process, making well-grounded recommendations to the client (Brand Manager) and working closely with Anheuser-Busch's Trade Marketing team, to ensure the recommended POCM was in line with brand and procurement standards and vision
- Assisted in photo shoot pre-production
- Ensured all assets created were properly approved, legally cleared and trafficked for final production
Execution in a nutshell:
Developed POCM specific to each sports property that resonated with the target audience and met all brand and partner executional guidelines.
POCM generated tens of thousands of wholesaler orders in 2015 alone, which were leveraged at on- and off-premise accounts around the U.S., lifting sales volume and generating brand affinity.
NOTE: Some images were taken using a mobile device during market visits, so quality is low.