Budweiser

Budweiser x Biggie: A Bud Like No Other for BKLYN

 

The Brief

Brooklyn has long been home to some of hip-hop’s biggest legends—and one of Budweiser’s strongest markets. But in a fiercely competitive beer scene, Budweiser was losing local ground. To win back drinkers, we needed an idea that could authentically connect with Brooklyn’s culture. The answer: celebrate the borough’s own King of Hip-Hop, The Notorious B.I.G.

Working hand-in-hand with Biggie’s estate, we created a larger-than-life campaign that honored his legacy while reestablishing Budweiser as Brooklyn’s beer. At the heart was a limited-edition can design that brought Biggie’s story to life, expanded into a full 360° program of media, influencers, merchandise, and an unforgettable concert experience.

The Idea

Our challenge was to drive local relevance and affinity, while boosting sales in New York City. The solution came from pairing two kings: the King of Beers and the King of New York.

We designed a special-edition Budweiser can inspired by Biggie’s career and Brooklyn itself. From the skyline to his lyrics, every design element reflected his story. To bring it to life, we staged a massive concert in Brooklyn, uniting artists, fans, family, and media to celebrate Biggie’s enduring influence on music and culture.

What we did

The campaign launched with the Biggie can as its centerpiece—his larger-than-life image wrapped around Budweiser red, designed as both a tribute and a collectible. We amplified with:

  • Merch drops worn by fans and influencers

  • Influencer kits featuring cans and exclusive gear

  • Point-of-sale activations across Brooklyn

  • A tribute concert featuring Biggie’s friends, family, and artists inspired by him

  • PR & media coverage that turned a local activation into a national story

The Impact

The Budweiser x Biggie campaign delivered beyond expectations, driving both cultural relevance and business impact:

  • +9.5% sales trend in Brooklyn

  • 1.1 billion impressions nationwide

  • 23 million social impressions

  • 351 unique PR placements

  • 19,000+ concert RSVPs

The result: Budweiser didn’t just win back Brooklyn—it honored a hometown hero and cemented its place in the culture.