72andSunny launched a new cross-platform campaign for Busch called “Busch Heroes,” which “celebrates hard workers on the job and in their communities.” The campaign, designed to embody the new brand tagline, “Here’s to Earning It,” includes “in-store signage, beer packaging, documentary style web videos and more.”
For the campaign, Busch scoured the country in search of everyday heroes from all walks of life who were both “truly passionate about what they do for a living, as well as going above and beyond to make a difference in their communities.” They selected a group of eight men and women from across the country to represent this ideal. Actually, it’s seven men and one woman (Jacqueline Gabelein), and the above online ad undermines the attempt at inclusion by solely using terms like “working man,” “manly,” and “his” — making the one female selection seem like an afterthought/tokenism. (“His hands may be both rough and hard,” delivers Gabelein, during her footage.) This is still, I suppose, a step in the right direction for a beer advertisement.
“Our goal with Busch Heroes is to shine a spotlight on those who aren’t afraid to roll up their sleeves and get their hands dirty, on and off the clock,” explains Edison Yu, vice president, value brands, Anheuser-Busch. It’s a refreshing approach, even with the gender issues. Who doesn’t want to see hardworking men and women who give back to their communities get a moment in the spotlight?
In addition to 30 and 60 second digital ads, the campaign features “special edition Busch and Busch Light packaging, print advertisements, retail displays and region-specific billboards.” Four of the Busch Heroes will be profiled in online mini documentaries: Justin Zoscsak, Andy Freeman, Travis Caldwell and Brandon Harris. Busch is looking to its fanbase for the next selection of Busch Heroes. Busch drinkers can head to Busch’s Facebook page to nominate someone they think deserves to be honored as a Busch Hero in 2015.
See below for a full list of Busch Heroes:
- Andy Freeman: Tugboat deckhand from Eagle Harbor, Wash.
- Brandon Harris: Cattle rancher and EMT from Manvel, Texas.
- Damian Sharbowski: Owns auto shop in Troy, Mich.
- Dennis Nelson: Owns construction business in Maryville, Mo.
- Eric Castañeda: Temper mill operator from Houston, Texas.
- Jacqueline Gabelein: Lead oiler on construction crew in Langley, Wash.
- Justin Zoscsak: Runs family logging business in Manistee, Mich.
- Travis Caldwell: Welding specialist from Council Bluffs, Iowa.