Budweiser launches summer marketing campaign as exclusive beer of 'Spicy Challenges'

Stella Artois Partners with "Hot Ones"

Stella Artois, a brand under Anheuser-Busch InBev, has announced a partnership with "Hot Ones" to become the official beer of the popular YouTube celebrity talk show. In a recent press release, it was revealed that a special episode with brand ambassador Ludacris, who is a rapper and actor, is now live for viewing.

Stella Artois, as the sponsor of the First We Feast-produced program, will be featured in five episodes this summer. Additionally, the beverage marketer has exciting activations planned for bars nationwide. They will also be present at the first "Hot Ones" event in front of a live audience.

The collaboration is centered around the popularity of wings in bars and the concept of bringing people together over a meal, which aligns with Stella Artois' marketing strategy. This initiative demonstrates the beer brand's use of pop culture to connect with consumers.

Stella Artois Marketing Strategy

Stella Artois has always prioritized restaurant dining, with a significant portion of its sales happening on-premise. In 2022, 40% of its sales were generated through this channel. The brand is now expanding its "Let's Do Dinner" platform, focusing on partnerships and events that aim to bring people together over a meal. This summer, Stella Artois is launching a marketing campaign centered around bars and the widely popular "Hot Ones" program.

The collaboration starts with a special feature of Ludacris on "Hot Ones", a popular YouTube show, with host Sean Evans promoting Stella Artois in a pre-roll ad and showcasing the beer during the interview. According to information provided to Our Website, "Hot Ones" has a massive audience of 1.5 billion viewers, with 55% falling within Stella Artois' target demographic.

Chris Jones, the group vice president of marketing for premium brands at Anheuser-Busch, expressed excitement about the partnership, stating, "With this collaboration, we aim to engage in the cultural dialogue and connect with more viewers in bars across the country. This will further solidify our reputation as one of the top-quality, enjoyable beers in the market."

Stella Artois and the producer of "Hot Ones" are teaming up to host an event in Chicago later this summer. The event will feature Evans, a high-profile brand ambassador, and other celebrities. This will be the first live audience event for the popular YouTube show, with Stella Artois sending 10 lucky contest winners to attend.

The collaboration with "Hot Ones" is a strategic move to connect Stella Artois with a cultural phenomenon. The show's unique format involves celebrities answering questions about their careers while eating increasingly spicy chicken wings. This partnership reinforces Stella Artois' brand message of sharing experiences over a meal.

Editor's P/S:

The partnership between Stella Artois and "Hot Ones" is a clever marketing strategy that leverages the show's popularity to connect with the brand's target audience. The show's unique format and massive audience provide Stella Artois with an effective platform to showcase its product and promote its "Let's Do Dinner" campaign. By aligning with a cultural phenomenon, Stella Artois is able to reach a wide range of consumers and reinforce its brand message of sharing experiences over a meal.

Furthermore, the partnership goes beyond product placement and includes exciting activations and events. The special episode featuring brand ambassador Ludacris, the upcoming live audience event in Chicago, and the planned activations in bars nationwide will create a multi-faceted experience that engages consumers in a memorable way. By tapping into the popularity of "Hot Ones" and incorporating interactive elements, Stella Artois is positioning itself as a brand that is not only enjoyable but also culturally relevant.