Ads can ruin the vibe of your favourite Spotify playlist if you’re not subscribed to the premium version. Budweiser didn’t want to ruin anyone’s vibe, but it did want to advertise. So agency, Africa Creative came up with a new way of advertising. It placed songs that mention Budweiser into playlists that align with the song’s genre.

There are 500 songs currently available on Spotify that mention Budweiser.

UninterruptAds converts songs that mention the brand’s name into targeted ads within Spotify in Brazil, songs like My Luv, by the Brazilian artist, Kafé.

The Agency creative initiative also underlines Budweiser’s commitment to valuing both fans and artists, enriching the Spotify experience for the public and offering greater visibility to the artists who, indirectly, promoted the brand through years.

“With this strategy, Budweiser shows that, beyond supporting, it is also part of music. The brand authentically inserts itself into the music scene, promoting a deeper connection with fans and artists,” stated Daniel Wakswaser, chief marketing officer at Ambev, in Brazil.

Thais Altschuller, beverage client partner at Spotify, added, “This project used audio format as a form of content, completely innovative in the segment. In addition, we segmented the campaign for specific audiences and rhythms, making the ad super organic for users.”