How being less “relevant” actually drove incremental sales.

Challenge: In the competitive landscape of sports events, beer brands vie for attention, and the 2023 FIFA Women’s World Cup was no exception. As an Official Partner, Budweiser sought to leverage this opportunity to boost sales amid sluggish category growth and fierce competition. With the Lionesses' recent success drawing attention, Budweiser aimed to capture a significant share of demand. The challenge was converting brand recognition and affinity into short-term sales, particularly in areas where Budweiser lagged behind competitors.