Cleveland threw a big party last year after its NFL franchise—the Browns—won its first game in 635 days.
Anheuser-Busch had helped hype the event with “Victory Fridges,” refrigerators the company placed throughout Cleveland stocked with Bud Light that would unlock when the Browns finally won. The activation was a big win for the beer company as users shared pictures and stories on social media about their parties with brewskis from the fridge.
The success was big enough that Bud Light decided to double down on its campaign for the return of the NFL for the 2019 season.
Bud Light and the Browns organization partnered to offer Browns fans a chance to buy their own victory fridge in a pop-up venue they called “B.L. & Brown’s Appliance Superstore.”
Miles Ritenour, director of marketing communications for Bud Light, said it was important for the iconic brand to speak to all fans, not just recent Super Bowl champions.
“As the largest beer brand in America, we think it’s important to connect with consumers on a local level, and one of the best ways we do that is through sports,” he says. “Our role as a brand is enhance these fun moments and help amplify the celebration no matter how big the win is—whether it’s your first championship or your first win in almost two years as it was for the Browns.”