Nearly 20 years ago, Budweiser introduced one of its most memorable (and absurd) campaigns, “Whassup,” to the nation. Today, the company is reviving the iconic piece of marketing, but this time, there’s another man—er, brand spokesman—the Burger King himself, shouting “Whassup.”
The retooled campaign, from agencies David in Miami and MullenLowe, is meant to “introduce a new generation to the unforgettable catchphrase ‘Whassup,'” according to a spokeswoman. To make sure “Whassup” makes a true comeback, Budweiser has also created a new skill for Alexa that’s launching today. If you say, “Alexa, tell Budweiser Whassup,” Alexa will reply, “Whassup.”
Of course, bringing back “Whassup,” something Burger King pitched to Budweiser, has a purpose: promoting a new sandwich, The American Brewhouse King. The release is timed to the Fourth of July, a holiday famously celebrated with burgers and beers.
“We are very excited about this partnership between the two kings Budweiser and Burger King: it provides an amazing opportunity to bring these two American classics together to celebrate this summer,” said Ricardo Marques, vice president of marketing, Budweiser.
He continued: “Both brands are an integral part of pop culture and that’s why we couldn’t think about a better way to announce our collaboration than bringing back the much loved ‘Whassup’ spot, now with a surprising addition to the cast.”
The sandwich is “an epic, bold burger” that “celebrates America” and will “bring [Burger King] guests what they crave,” according to a statement from Renato Rossi, head of marketing, North America for Burger King.
According to a statement, the sandwich “features two savory flame-grilled beef patties totaling more than a quarter pound of beef, topped with three half strips of thick-cut smoked bacon, crispy onions, tavern sauce, American cheese and creamy mayonnaise all on our sesame seed bun.”
The updated spot will begin airing on television this week. The sandwich will be available for a limited time.