Budweiser decided to forego its iconic in-game Super Bowl airtime and reallocate those funds to support vaccine awareness and education through a partnership with the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative. The commitment was announced with digital film Bigger Picture, featuring real stories of resilience over the past year. Budweiser’s decision to miss the Super Bowl and instead support vaccine awareness and education resonated with both media and consumers, resulting in the most successful Super Bowl campaign in Anheuser-Busch history.
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