Anheuser-Busch: Office Bud-e
Happy Hour, Rebranded
Cracking Culture Open.
Started with just a fridge. Ended up with art projects, office playlists, and a surprisingly wholesome take on beer in the break room.
Anheuser-Busch had a cool concept: a Wi-Fi-enabled fridge that could reorder Bud Light for your office and looked like it belonged in a design magazine. The catch? We couldn’t talk about it on their main channels. No brand lift. No cross-promotion. And it wasn’t approved for home use, only offices, which in 2018 weren’t exactly the culture hubs they are today.
So, we started from scratch... literally. We built an entirely new social presence around the Office-Bude Fridge, leaning into the moments that made work more bearable. Less “crack a cold one with the boys,” more “build community with a cold Bud.”
We rebranded the concept as a team-building tool. Think: drink-and-doodle art projects, office-friendly recipes, DIY happy hour kits, and creative prompts that turned this sleek little fridge into the centerpiece of a more fun, collaborative workday.
From visual identity to tone of voice, everything was created to reframe how a beer brand could exist in office culture, without losing its edge. It was unconventional. Slightly crazy. Totally on-brand for the times. And it worked.
View one of the posting plans here
