Scream and ski from Budweiser

The campaign celebrates the “charming way” that residents of the state swear. With the U.S. economy reopening as pandemic restrictions are eased in many regions, Budweiser ramped up a variety of local campaigns. To celebrate MLB’s Opening Day games on April 1, the brand offered a pop-up stadium experience for baseball fans in New York and Chicago who were unable to attend games in person.

Tailored label Budweiser for Utah

Utah this month became the first state to have a specially designed Budweiser bottle, which has a label saying “This Bud’s for U-Tah” and imagery from iconic sites throughout the Beehive State.

In-store ads have toned-down Utahan curses such as “holy shizz,” “oh my heck” and “frick yeah.” The specially marked beer is available in stores throughout Salt Lake City until May 7. Budweiser’s campaign follows last year’s effort to become the first official state beer of Utah, when it asked Twitter users to tag tweets with the #Bud4Utah hashtag. The brand promised that the state would get custom Budweiser packaging if it could reach 84,499 tags or retweets, a number equaling the square feet of the Utah.

The push to become the official state beer came almost a year after Utah permitted beers with alcohol content of 5% to be sold in grocery and convenience stores. Budweiser claimed it was the first brand to sell higher-alcohol beer in Utah.

Swear, Sip and Ski

The “Swear, Sip and Ski” contest will reward the winner and a friend with a helicopter ride to the top of a mountain for a day of heli-skiing, a cash prize, lunch and dinner and a two-night stay at a lodge in Snowbird, Utah. To enter, Budweiser is asking people to follow its @BudweiserUSA handle on social media and post a comment with the #BudUtahSwearsBy and #Sweeps hashtags by April 16.

Budweiser’s campaign and sweepstakes gently poke fun at the mild manners of Utah residents as part of a longer-term effort to engage consumers in the state. The contest is notable for being open to all U.S. residents, not just Utahns, which increases the likelihood it can go viral as social media users share their contest entries with friends and followers. Budweiser can boost its following among consumers who are more likely to be brand loyalists, and engage them with future promotional efforts.

Clear water from beer

The campaign includes a heavy in-store presence with its signage of Utahan curses, along with the placement of “swear jars” at some retailers. Each time someone buys a “swear” with the swear jar, Budweiser will make a donation to the Utah Clean Water Partnership “while cleaning up your mouth,”. The environmental pledge can help to build goodwill among consumers who like to see brands giving back to their communities.