Busch Beer recognizes the sacrifices that people have made over the last year and its new contest gives people the chance to look forward to a sponsored post-pandemic reunion. To make up for lost time, the beer brand will be giving away $10,000 each to five families, so that they can be reunited when it's safe.
To enter, people on social media are invited to share the family tradition that they're missing the most. While some say gathering for the 4th of July or watching sporting events, others reminisce about special moments enjoyed at the cottage or around the barbecue.
With vaccination rollouts increasing and the end of the pandemic in sight, brand messaging is changing from getting through to inspiring optimism and hope for a future that includes togetherness.