Spec Work: Copy for all assets
A Smarter Small Talk
Starting a conversation shouldn't feel like a social experiment. From quiet dive bars to packed frat parties, Gen Z knows how to post, swipe, and scroll. But face-to-face? Forget it. So we're breaking the ice, literally. Introducing Budweiser Ice Breakers: bottles with conversation starters under every cap. A nudge. A question. A chance to actually talk. Because better nights start with smarter small talk.
Icebreaker Caps
Hundreds of Icebreakers under our caps, They even glow in the dark for those late-night affairs.
Social
Users engage by swiping up to reveal their Icebreaker, directing them to our website to receive a discount code for future mobile orders.
#IcebreakerBud
Users will share their Icebreaker stories on X using #IcebreakerBud. Sweepstake winners get an icy vacation for two.
Break the Digital Ice
Targeted Ads will give users creative ways to start conversations that will actually get responses.
Bars and Restaurants
They'll carry the new Ice-Breaker Bud, and owners can bring in new business via gamified events.
