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Anheuser-Busch InBev links with Burger King for "Whassup!" revival - video

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Anheuser-Busch InBev has teamed up with Burger King to bring its 1990s "Whassup!" Budweiser ad to a new generation of consumers.

The activation, which comes despite Budweiser not being on sale in US Burger King restaurants, is a re-cut of the famous commercial that gave the "Whassup!" catchphrase international standing. The new ad shows Burger King's The King character show up in place of the final friend that shouts the phrase into the door intercom.

Meanwhile, in another part of the activation, A-B InBev has added a skill to Amazon's Alexa that allows the voice interface to recognise "Whassup!". To start the skill when it launches later this week, consumers must say: "Alexa, tell Budweiser Whassup!"

Commenting on the Burger King ad, which promotes the restaurant franchise's new American Brewhouse King Sandwich, Budweiser marketing head Ricardo Marques said it represented "the ultimate Bud and burger pairing".

"The King of Beers and The King of Burgers are going to give America something to 'cheers' to this summer," Marques continued.

The link-up is not the only one partnering Budweiser with a non-A-B InBev brand: In April, the company partnered with distiller Beam Suntory to launch Budweiser Reserve Copper Lager, a beer aged using Jim Beam Bourbon barrel staves.

Speaking to just-drinks earlier this month, Beam Suntory's global CMO said the campaign with Budwesier had been A-B InBev's idea.

"Our latest campaign was fuelled by simply looking at Google" - just-drinks speaks to Beam Suntory's global chief marketing officer, Rebecca Messina


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