Cooler Heads Prevail in this Beer Promo Pitch

Copywriter Walt Jaschek recalls a college poster campaign concept he pitched to the Budweiser team at Anheuser Busch. Did the Cooler Heads prevail?

Happy first day of Summer! Here’s a seasonal flashback from back in the day, when I was invited by the Budweiser promo team to pitch ideas for a college poster campaign with a summer thme. I concocted characters called “The Cooler Heads” who would “prevail” until school resumed in Fall.

The group laughed…

But didn’t buy it.

Oh, well. Truth is, when I rediscovered this pencil layout and the Anheuser-Busch name badge still stuck to it, I remembered: Even when not every idea we pitched was bought… we were having too much fun.

As for The Cooler Heads, they deserve to appear somewhere. Beer clients? Water clients? Cooler clients? Gimme a shout. This idea has legs!

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Walt Jaschek

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