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Cold Beer Now

Pour Me Another: How We Helped Keep Anheuser-Busch in Oklahoma


Oklahoma Beer Alliance (Anheuser-Busch)

Anheuser-Busch is a beer giant with operations around the world. Founded in 1852, the brand seeks to bring people together around good beer for an even better world.

Challenge

In 2015 and 2016, the Oklahoma legislature included language in an alcohol modernization bill that threatened Anheuser-Busch (AB) distributors in the state. The bill would effectively stop the fresh flowing beer from entering the state—disenfranchising the company and its business.


Insights

We knew Oklahomans wanted a full selection of cold, strong beer—they didn’t care about the distribution process. We also knew we needed to make Oklahomans care about Anheuser-Busch being kicked out of the state and resulting implications to consumers and businesses. 


Solution

Saxum developed the Oklahoma Beer Alliance and accompanying communications campaign which included a Cold Beer Now OK website, Cold Beer Now social media channels, media relations and grasstops outreach, personalized emails to more than 300 legislators, state officials and community leaders and four barnstorming tours including 55 meetings with 46 key influencers


Results

Saxum and the Alliance successfully stopped bill language that would exclude AB from the Oklahoma market. We also established AB as an active member of the Oklahoma community.

  • 14 million earned-media reach
  • Large increases in social media followers and engagement 
  • Cold beer kept flowing

See Our Work

Cold Beer Now Social Profiles
Cold Beer Now Ads
Cold Beer Now Website
Cold Beer Now Billboard