When a hip beer brand launches one of the most creative and timely cause marketing campaigns of the year, you might think it was inspired by a brilliant conversation over drinks with some A-list creative. The eureka moment behind “Shock The Drought” occurred after a May market research briefing on consumer attitudes of millennials, the core consumers of Anheuser-Busch’s Shock Top Brewing Co., according to Jake Kirsch,the VP overseeing the brand. Millennials’ concern with preserving…
Crowdfunding, water conservation & beer: How cool can you get?
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