THE BEER UTAH SWEARS BY

Utah only recently legalized 5% ABV beers. Budweiser wanted to continue efforts to bolster its brand in the region following the policy shift. So they made custom Budweiser labels just for Utah. But how do you talk to Utahns about beer that’s designed just for them? You use swear words that only they would use—meaning none at all, because in Utah, you don’t swear in public. You use euphemisms.

We targeted the Salt Lake City area with OOH billboards that announced the new bottle design with true Utah excitement.

We also made targeted social posts that played with the default censorship UX of social platforms.

And to really ramp up the excitement, we launched the Swear, Sip, and Ski sweepstakes on social media that gave one lucky entrant an all expenses paid helicopter ride to the summit of the Wasatch Mountain in Utah where they’d have the freedom to let rip all the swearing they’d been holding back, followed by some incredible skiing and a beer tasting at the nearby lodge.

The campaign earned a lot of local and national news buzz and also made it onto The Late Show with Stephen Colbert—where he wasn’t all that glowing about the beer itself, but rolled with the humorous insight about Utahns’ specific swearing habits.