Budweiser Woos Latino Consumers with Noche De Pasion - Event Marketer

Budweiser Woos Latino Consumers with Noche De Pasion

DB_Gold_Anheuser-Busch noche_2005 Ex
Brand: ANHEUSER-BUSCH
Agency: RELAY SPONSORSHIP & EVENT MARKETING
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2005

Anheuser-Busch wanted to build Budweiser’s relevance and improve its image among adult Latino consumers, so it brought together the segment’s passions for sports, music and nightlife under one roof for Noche De Pasion.

Transforming bars in Chicago, Denver, Fresno, Los Angeles and Phoenix into Latin nightclubs, the event featured three-on-three soccer tournaments in cages, while well-known bands rocked out on stage. Built with custom lighting and illuminated signage to create a more heated environment, the cages kept the competition separate from the rest of the venue.

Live musical performances by regional Hispanic bands and headliners like El Gran Silencio, Moenia, and El Tri lit up the stage, which was set up with professional concert lighting and sound to create a hot Latin club vibe.

About 7,400 people attended Noche De Pasion events, and bottlers reported increased sales at Hispanic retail and on-premise locations in all five markets. Muy caliente.

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