This Budweiser commercial from last year’s Superbowl does an excellent job of pulling on viewer’s emotions and Canadian’s love of hockey. It recognizes people who play hockey for the pure love of the sport and this is the exact audience that Budweiser is trying to attract. The company is doing a great job at branding their product and creating a lifestyle that consumers will want to associate themselves with. The video creates a reason for consumers to share the brand experience together through hockey. Budweiser has created an amazing memory for all of those rec hockey players involved and their friends and family who came out to support them. The shot of the player sitting on the ice at the end of the game is enough to say it all. This experience will drive word of mouth marketing for the brand in that area and even further geographically through social media means.


Lauren Archibald, 06008113, Comm335-1, campaign, branding, product-fit, relationship