Budweiser turns songs that mention it into targeted ads on Spotify


Global beer brand Budweiser has created an ingenious new initiative called UninterruptAds, which helps ensure that those who don’t subscribe to the premium version of Spotify don’t have the vibe of their favourite playlists ruined by annoying ads.

Budweiser’s new way of advertising with UninterruptAds is a pioneering initiative that converts songs that mention the brand’s name into targeted ads within the platform in Brazil.

Budweiser UninterruptAds

When the Budweiser marketing team identified that its name was present in more than 500 tracks available on Spotify, the beer brand decided to transform this spontaneous promotion into ads that don’t interrupt the listener’s moment.

Songs like My Luv, by Brazilian artist Kafé, were carefully programmed to be advertised in playlists that correspond to their genre, ensuring a smooth integration with the user experience.

Launched in April, the project created by the Africa Creative agency reinforces 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”, said Daniel Wakswaser, CMO at Ambev, in Brazil.

“The brand authentically inserts itself into the music scene, promoting a deeper connection with fans and artists”.

Thais Altschuller, Beverage Client Partner at Spotify, said of the initiative: “This project used the audio format as a form of content, which was completely innovative in the segment.

“In addition we segmented the campaign for specific audiences and rhythms, making the ad super organic for users.”