Budweiser is reminding viewers that thousands are putting their lives on the line during the Coronavirus pandemic.
The beer brand released a two-minute commercial for Memorial Day honoring heroes in the United States. Budweiser traditionally pays homage to soldiers and veterans for the holiday, but this year is also giving thanks to healthcare workers on the frontline of the Coronavirus pandemic. The video advertisement parallels the lives of a soldier and a nurse as they put on their respective uniforms and masks, and head off to the frontlines. The video, titled “Takes Two Minutes”, asks viewers to take two minutes of silence—one to honor fallen military service members and the other to remember fallen frontline workers. The poignant ad emphasizes that Memorial Day occurred in the midst of an unprecedented health crisis, and as such, there are many heroes to pay tribute to.
In addition to the heart-tugging ad, Budweiser is connecting with consumers through social media using the hashtag #TakesTwoMinutes. Fans can use the hashtag when sharing a post about heroes who have sacrificed their lives. The campaign is in conjunction with the brand’s new Budweiser Patriotic cans, which are an homage to the five branches of the United States Military. To promote the cans, Budweiser will donate $1 from every case sold from Memorial Day to July 4. The donations will go to Folds of Honor, a charity dedicated to supporting families of fallen and disabled service members. Budweiser’s campaign arrives on the heels of growing beer sales, as American consumers continue to hunker down at home and stock up on alcohol. Sales could continue to increase as summer kicks off, as the seasonal nature of the alcoholic beverage typically leads to increased consumer engagement, according to a Gartner report.
Budweiser is updating its Memorial Day message to bear relevance to current circumstances. By honoring both soldiers and frontline workers, the brand could strengthen its community as it connects with consumers across the country giving thanks to those who make the ultimate sacrifice.