The Cold Truth
Looking to dish up a little “Cold Truth” on cold beer, Busch Light engaged Switch to create a tactical plan targeting a competitor who had seemingly lost their senses.
Using wholesaler signmaking and a little common-sense, Switch created a program that spoke directly to the target consumers needs: cold beer at a good price.
Pulling no punches, the campaign struck the heart of the matter at the point of purchase with a series of “Cold Truth” statements. This evolved into various other platforms and media as the core message was communicated via sponsored relationships with the Bob & Tom show as well as country music up-and-comer, Eric Church.
