How Budweiser China acted ‘small’ to win big

Matt Che, CMO of Budweiser Brewing Co APAC, and Dolly Huang, Head of Marketing Capabilities, reflect on the use of brand purpose in the brewer’s award-winning ‘All Love is Love’ campaign.
What was the strategy behind Budweiser’s ‘All Love is Love’ campaign, and how did you approach this potentially taboo subject?

Matt Che (MC)– I was very nervous, because when you're talking about LGBT, it's a very sensitive topic. When my team came to

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