# Millennial-Targeted Hyperlocal Beer Ads The 'Big Sean Budweiser' Aims to Reach those 25-34 of Age By Grace Mahas | Published 2020-09-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/big-sean-budweiser References: [thedrum](https://www.thedrum.com/news/2020/09/28/budweiser-going-hyperlocal-2021-attract-younger-drinkers) Budweiser recently launched a "hyperlocal" marketing campaign in order to attract [Millennial consumers](https://www.trendhunter.com/trends/united-breweries). The beer brand partnered with Detroit [rapper](https://www.trendhunter.com/trends/make-your-gameday-epic) Big Sean to launch the Big Sean Budweiser—a [special-edition 25oz tall boy](https://www.trendhunter.com/trends/coors-light-records)—in honor of the musician's new album, Detroit 2. Monica Rustgi, the Vice-Presiden of Marketing at Budweiser commented on the new launch, stating: "you don’t have to wait for the Super Bowl for that to happen. If you find something that strikes at a cultural nerve – and that doesn’t have to be a polarizing nerve – it drives conversation. It doesn’t have to be something that we start from scratch, it can be something already within the cultural zeitgeist like a town and a sport. That’s the sweet spot – the intersection between something that has social currency within a sub-community and Budweiser having an authentic way of tapping in.” ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 66% | Activity: 90% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Hyperlocal Marketing Campaigns:** Brands can leverage local culture and industry influencers to create effective and personalized marketing campaigns that resonate with targeted millennial consumers. - **Collaboration with Celebrities/influencers:** Brands can partner with celebrities/influencers to create special-edition products that appeal to their target audience and generate buzz on social media platforms. - **Sub-community Marketing:** Brands can tap into the social currency of sub-communities and create marketing campaigns that reflect their values and preferences to connect with a more specific and engaged audience. ### Industries Being Reshaped - **Alcoholic Beverage Industry:** Alcoholic beverage companies can collaborate with celebrities and industry influencers to create special-edition products that target specific demographic groups and drive sales. - **Entertainment Industry:** Entertainment companies can partner with brands to launch promotional campaigns that leverage the cultural zeitgeist and generate buzz around new releases. - **Sports Industry:** Sports teams and leagues can work with brands to develop hyperlocal marketing campaigns that reflect the unique identity and culture of their respective communities to attract local consumers. ## Related on Trend Hunter - [Location-Specific Beer Can Designs](https://www.trendhunter.com/trends/edmonton-beer-can.md) - [Americana Beer Cans](https://www.trendhunter.com/trends/made-of-america.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Sporty Metaverse Bars](https://www.trendhunter.com/trends/miller-lite-super-bowl-lvi.md) - [Football-Themed Beers](https://www.trendhunter.com/trends/kickoff-beers.md) - [Nostalgic Infomercial Grill Spots](https://www.trendhunter.com/trends/bud-light-x-traeger-grills.md) - [Graphic Artist-Collab Limited Beers](https://www.trendhunter.com/trends/wasted-youth-and-budweiser.md) - [Pop Art Beer Branding](https://www.trendhunter.com/trends/budweiser-and-sir-peter-blake.md)