SÃO PAULO, BRAZIL — When it comes to rockstars’ backstage demands, the requests can get wild—private jets, white tigers, or even M&Ms sorted by color. Yet, amid the eccentricities, one constant has stood the test of time: Budweiser.
The iconic beer brand, which has long been associated with some of the biggest names in music, is honoring its deep-rooted connection to the industry with a new campaign, The Beer Behind The Backstage. Developed by Africa Creative, the initiative uncovers a lesser-known truth: for decades, Budweiser has been a staple on the backstage riders of many legendary artists.
Through historical research and archival documents, Budweiser revealed that the world’s most famous musicians, no matter how extravagant their demands may seem, have consistently requested the beer as part of their touring essentials.
The campaign officially launched at Lollapalooza Brazil, where fans were invited to make their own outlandish requests. The fan with the most bizarre demand was awarded a prize, with Budweiser serving as the festival’s official sponsor.
In a clever twist, the campaign’s launch featured billboards placed near iconic venues tied to music history, such as Madison Square Garden in New York, Morumbi Stadium in São Paulo, the Masonic Temple Theater in Detroit, and the Hollywood Palladium in Los Angeles. These billboards displayed authentic excerpts from actual backstage riders, but with a twist—the names of the bands were replaced with cryptic nicknames and clues, challenging fans to identify the musicians behind the requests.
Following the billboard launch, the campaign expanded globally through traditional out-of-home media and print placements. The public was encouraged to engage with the mystery, rediscovering Budweiser’s long-standing presence in the world of music.
“Budweiser has played a significant role in defining major moments in music history, and this campaign highlights how the brand has always been present, even behind the scenes,” said Mariana Santos, Marketing Director of Budweiser. “The Beer Behind The Backstage is a fun way to celebrate this connection and invite fans to join us in reminiscing about the iconic moments where Budweiser was there.”
Heloisa Pupim, co-COO of Africa Creative, added, “Budweiser has always been at the heart of legendary moments in music, not only for artists but also for fans. This campaign creates an interactive experience that challenges and engages the audience, allowing us to celebrate the enduring bond between Budweiser and the music world.”
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