Beer brand Busch Light has launched an innovative marketing campaign that invites consumers to build their own acoustic guitar using its 30-pack of beer. For a limited time, each 30-pack case of Busch Light will come with a set of step-by-step instructions that will guide customers on how to craft their own guitars at home.
The new guitar design was made in collaboration with Logan Elliot, an artist that is well-known on social media for creating fully functional guitars out of everyday objects and materials. In addition to promoting the brand's extra-large 30-can format, the new campaign also serves to reinstate the brand's recent entry into the country music scene; recently, Busch announced that it would be the official beer sponsor of CMA Fest, which is run by the Country Music Association.
Image Credit: Busch
Key Themes Behind This Trend
- DIY Instrument-making
- The success of Busch Light's campaign highlights a growing trend towards DIY instrument-making, allowing for creative and customizable music creation.
- Collaborative Creativity
- Collaborating with artists like Logan Elliott opens up opportunities in collaborative marketing campaigns with potential for wide appeal and success.
- Branded DIY Kits
- Brands can further engage with customers and their creativity through branded DIY kits and experiential marketing.
Where This Applies
- Alcohol
- Alcohol brands can tap into the DIY instrument-making trend by providing instructions and materials for DIY projects, which enables creative consumption and increases product recognition.
- Music
- Music industry players can expand their consumer base and increase engagement through collaborations with DIY instrument makers and brands engaging in experiential marketing campaigns.
- Consumer Goods
- Consumer goods companies can tap into the branded DIY kits trend to increase engagement with customers, differentiate themselves from competitors, and create new sources of revenue.
