BUD LIGHT & BOXING
Deepen Bud Light's commitment to Hispanic millennials through acts and experiences celebrated in hyperlocal communities
To solidify Bud Light’s connection to the Hispanic community, NVE created a program that focused on revitalizing iconic boxing gyms in East Los Angeles through a new community program and documentary film. The campaign featured the complete refurbishment of three strategically targeted LA gyms and content creation showcasing acclaimed local boxers. The program culminated in a special viewing party with 230+ guests for the anticipated Canelo-Chavez fight.
Recognizing the significance of local boxing gyms to aspiring boxers and community members, we saw the enormous impact that refurbishing local gyms would have. Each gym received Bud Light branded boxing essentials plus an upgrade of gym equipment. We identified renowned photographer and urban life entrepreneur, Estevan Oriol, to capture the Mexican-American Boxers in a documentary short. To amplify awareness of the brand’s efforts, NVE managed PR involvement reach communities beyond the city.