Research shows under 10% of the target audience (23-34) plays an instrument. However, 85% wish they knew how.

You may be familiar with the concept of blowing on a bottle. It sets the air molecules inside the bottle in motion and they start vibrating – resulting in sound. Depending on the level of liquid you can get both dark- and light-pitched tones. And at certain points of liquid you’ll get pitch-perfect tones.

By using this knowledge we can make Budweiser into and easy-to-play instrument. The solution feeds the target audience’s appetite for wanting to learn an instrument, but they won’t have to pay for lessons or an expensive instrument. All they need is a pack of Buds.