AB INBEV

AB InBev wanted to better understand 18 – 24’s relationship with alcohol. We needed an approach that would take us in to their world, not force them in to the world of focus groups and online surveys. So we befriended 30 young people on social media, met up with them and their friends for nights out, and created a documentary of their social occasions. In doing so we learned what the rules of engagement are with this consumer in terms of language, tone of voice, channel, and brand purpose.