Case Study: Bud Light Buckle Up Tour

Colin Macdonald • August 15, 2024

The Challenge

The Salt XC team was on a mission to capitalize on the exploding popularity of country music to create a unique brand experience for Bud Light Canada that would kick off the summer season in style. In partnership with the up-and-coming artist Owen Riegling, they booked 13 shows from Fort McMurray, AB to Milmay, ON for the Buckle Up Tour presented by Bud Light.


As with all good branding they wanted to evoke an emotional connection to the experience, so they needed merch and signage to fit the vibe and set the tone.

The Collaboration


From the onset of our conversations the Salt XC team made it clear that they needed a prized piece of merch that would resonate with the younger demographic  and fit with the latest trends to help generate buzz on the tour.   


Enter the two-tone hats, made desirable by surging premium brands like Dairy Boy and Seigleman Stable. After a bit of back and forth with various designs, we arrived at a winner that hit the fashionable nail on the head.


Along with that we went with country classics like cowboy hats, buckle stickers, T-shirts, hoodies, venue displays that fit the energy of the shows.

The Result

The tour was a hit with the target market and all 13 stops had great buzz and energy, with Owen crushing it each night.


The two-tone hats hit hard and were a fiercely sought after brand offering.


The high-level numbers:

  • 3479 attendees
  • 7,688 Labatt products sold
  • +1 Million Bud Light The Way Streams during the tour
  • 2 in 3 consumers received branded merch

 

As he continues his rise, Owen was also nominated for a couple of  CCMAs this year, including entertainer of the year!

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