Sometimes the best accompaniment for a cold beer is a catchy tune. That’s the thinking behind Wieden + Kennedy’s latest spot for Bud Light, anyway.
On June 12, St. Louis Blues fans sang loud and proud to Laura Branigan’s “Gloria,” the unofficial championship anthem, as the NHL team skated to its first Stanley Cup victory.
Anheuser-Busch was founded in St. Louis in 1876, and the company continues to hold the city close to its heart and, by extension, the local NHL team.
“We’re so proud of our hometown Blues for bringing home their first Stanley Cup,” said Andy Goeler, vice president of marketing at Bud Light, in a statement. Goeler also reflected on how “Gloria is already ingrained into Blues history and the city of St. Louis, so Bud Light is toasting our hometown team by doing what we do best: brewing beer.”
The beer will contain the same ingredients, with a special added feature: It will be brewed with the song Gloria on repeat throughout the entire process. The brewing tank will be blue in honor of the 2018–2019 season and special-edition championship packs will be issued. The brewers will wear headphones to experience the song in the most intense way possible while working.
The brewery will also allow fans to congregate to experience the musical brewing process. Bud Light is also inviting fans to log onto Twitch to live stream the next three weeks.
To extend the celebration, Bud Light will release championship aluminum bottles with the Blues logo and taglines “2019 Champs” and “Gloria Gloria.” Fans can purchase these limited-edition bottles beginning in early July.
Agency: Wieden + Kennedy
Executive Creative Directors: Karl Lieberman, Colleen DeCourcy
Creative Directors: Brandon Henderson, John Parker
Copywriter: Jessica Ghersi, Ben Capshaw
Art Director: Devin Baker
Head of Content Production: Nick Setounski
Producer: Molly McLafferty
Social Strategist: Connor Corr
Account Team: Brandon Pracht, Carina Polini
Business Affairs: Keri Catanzano, Daniella Vargas
Associate Media Director: N/A
Production Company: JOINT NY
Director: Alec Sutherland
Executive Producer: Michelle Carman
Producer: Sam Broscoe
Director of Photography: Todd DosSantos
Editorial Company: JOINT NY
Editor Bernardo: Revilla
Post Producer: Kari Ickert
Editorial Assistant: Andrew Barell
Mix Company: Heard City
Mixer/Sound Designer: Mike Vitacco
Mixer: Eric Warzecha
Producer: Jackie James
Executive Producer: Sasha Awn
Song Laura Branigan – Gloria