AB InBev

Campaign Diaries

Global

AB InBev wants beer back at the centre of the conversation

Brand: AB InBev

Campaign: Cheers to Beer

Source: https://www.marketing-interactive.com/ab-inbev-wants-beer-back-at-the-centre-of-the-conversation

Goal: Celebrate beer's role in culture and social connection

Claim: Beer is universal and woven into cultures and communities around the world

Media: Global brand film

Summary: AB InBev has launched a global campaign titled 'Cheers to beer' to celebrate beer's enduring cultural significance and its ability to bring people together. The campaign, developed with Wieden+Kennedy, features a global brand film and is timed ahead of International Beer Day. New research indicates that beer remains the preferred choice among alcohol consumers, reinforcing its relevance as consumer preferences evolve.

Campaign Diaries

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Global

Cheers to Beer

Brand: AB InBev

Campaign: Cheers to Beer

Source: https://www.imagensdemarca.pt/artigo/ab-inbev-celebra-a-cerveja-enquanto-categoria-na-nova-campanha-global-cheers-to-beer/

Goal: To celebrate beer as a drink and the moments associated with it.

Claim: To a future with more cheers

Summary: AB InBev celebrates International Beer Day with a global campaign titled 'Cheers to Beer', created by Wieden+Kennedy. Instead of promoting a specific brand from their portfolio, the campaign focuses on celebrating beer as a beverage and the social moments connected to it. The film features various scenarios like first dates and family gatherings, accompanied by instrumental music and the sound of toasts. It follows the previous campaign 'Let's Grab a Beer' from 2021, reinforcing beer's role in bringing people together.

Campaign Diaries

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Beer campaign celebration

Global

AB InBev Cheers to Everyday Moments in Its New Global Campaign

Brand: AB InBev

Campaign: Cheers to Beer

Source: https://www.adlatina.com/publicidad/ab-inbev-brinda-por-los-momentos-cotidianos-en-su-nueva-campaa-global

Goal: Celebrate everyday moments with beer

Claim: Cheers to Beer

Media: Video

Summary: AB InBev's new campaign 'Cheers to Beer' celebrates moments shared across different countries and generations, positioning beer as a regular part of celebrations and everyday gatherings. The campaign emphasizes the ritual of toasting, and follows the previous initiative 'Let's Grab a Beer' from 2021. While it promotes beer as a category rather than a specific brand, the campaign showcases AB InBev's wide variety of beer products and reflects consumer trends towards premium and alternative beverages.

Campaign Diaries

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Beer celebration Marketing Campaign

Global

AB InBev Toasts Beer’s Enduring Relevance as Sales Regain Fizz

Brand: AB InBev

Campaign: Cheers to Beer

Source: https://www.adweek.com/creativity/ab-inbev-toasts-beers-enduring-relevance-as-sales-regain-fizz/

Goal: To celebrate the cultural significance of beer and boost sales

Claim: To a future with more cheers.

Media: Television

Summary: AB InBev's new campaign 'Cheers to Beer', created by Wieden+Kennedy, aims to celebrate the unifying nature of beer as sales recover. Following the success of 'Let's Grab a Beer', the ad showcases people from various cultures toasting with AB InBev beers, highlighting beer's role in celebrations and connections. The campaign coincides with research showing beer gaining market share against alternatives.

Campaign Diaries

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Beer celebration global unity

Global

Wrap Up Cannes Lions 2026: Human Creativity, the Biggest Differentiator Against a Possible ‘Tsunami of Mediocrity’

Brand: AB InBev

Campaign: Creative Brand Lion Presentation

Source: https://www.adlatina.com/publicidad/wrap-up-cannes-lions-2026-las-principales-conclusiones-de-mas-de-150-horas-de-conferencias-y-debates

Goal: Highlighting the importance of creativity in branding and organizational culture.

Claim: Human creativity as a competitive differentiator.

Media: Festival presentations, global discussions.

Summary: The Cannes Lions 2026 emphasized that human creativity is the key competitive advantage in the context of increasing technology and artificial intelligence. The festival showcased how brands like AB InBev are integrating creativity into their organizational culture, positioning it as a strategic tool for growth. The event also warned against the risks of AI homogenizing creativity, stressing the importance of creative friction and the continued role of branding principles amidst technological advancements.

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AB InBev branding Cannes Lions creativity

Global

Football fans, these brands have more planned for you than just 90 minutes

Brand: AB InBev

Campaign: Cheers to bars

Source: https://www.marketing-interactive.com/football-fans-these-brands-have-more-planned-for-you-than-just-90-minutes

Goal: To turn bars into community gathering spaces for football fans during the World Cup.

Media: Global anthem film, market-specific activations

Summary: The article discusses how brands are engaging with football fans during the FIFA World Cup. AB InBev's campaign, 'Cheers to bars', focuses on transforming bars into viewing hubs and includes various activations aimed at enhancing local business support and fan engagement during the tournament.

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community engagement football fandom World Cup