Budweiser turned bar coasters into vinyl records to support underground rappers in Brazil

The collectibles are being distributed at bars and concerts, and you don’t even need a turntable to play them

Published On
Mar 29, 2023
A Budweiser bar coaster that's actually a vinyl record being played on a turntable

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We’ve seen bar coasters printed to look like vinyl records, but Budweiser Brazil has made some that actually play on your record player—part of a new campaign from Wieden+Kennedy to support the country’s burgeoning rap scene.

The vinyl coasters were handed out to concert goers at Lollapalooza in São Paulo this past weekend, and will be distributed in bars in São Paulo and Curitiba in the coming weeks. They feature music from nine MCs from Brazil’s rap scene: Aori, Kamau, Stefanie, Estudante, Monna Brutal & MCharles, Negra Rê, Akira and Zudizilla.

The records also have Spotify codes for those who don’t have a turntable. The tagline is, “The stage is yours to take.”

A collection of Budweiser bar coaster that are actually little vinyl records

The project is a partnership between W+K’s São Paulo and New York offices. A rep at W+K São Paulo told Ad Age that they vinyls really do work as coasters—if you’re careful to place the beer in the middle and not scratch the grooves further out.

“Bud coasters are ubiquitous around the world and now they are taking on a new role, with new functionality,” said Felipe Ribeiro, chief creative officer at W+K São Paulo. “We are turning something seemingly insignificant into an important stage for underground artists.”

“Budweiser is the beer that supports music and the shared experience it provides to artists and the public,” added André Mota, a Budweiser Brazil executive. “We're turning a trivial item into a powerful spotlight as bright as Brazil’s new generation of rappers. That’s our mission here.”

A Budweiser bottle sitting on top of a turntable


Mar 29, 2023
Client :
Agency :
Wieden & Kennedy
Global CEO :
Neal Arthur
Global CCO :
Karl Lieberman
Felipe Ribeiro
Creative Director :
Rafael Melo
Associate Creative Director :
Alexandre Giampaoli
Associate Creative Director :
Humberto Cunha
Copywriter :
Gustavo Moraes
Copywriter :
Pedro Balle
Art Director :
Leandro Beraldo
Art Director :
Thiago Victoriano
Head of Production :
Patricia Gaglioni
Head of Production :
Nick Setounski
Executive Producer :
Dave Lambert
Producer :
Fernanda Segura
Producer :
Tábata Viana
Producer :
Leticia Hernandez
Producer :
Mariana Golpian
Project Manager :
Roberta Guzzardi
Head of PR :
Danúbia Paraizo
Group Account Director :
Brooke Stites
Account Director :
Courtney LeBlanc
Management Supervisor :
Bianca Nikic
Account Supervisor :
Cameron Carr
Account Executive :
Saporah Carter
Media Comms :
Zack Green
Media Comms :
Javaad Beg
Business Affairs :
Paul Fitzgerald
Broadcast Traffic :
Laura Guerra
Film Production Company :
Director :
1st Director Assistant :
Fernanda Segura
Scene Art Director :
Tatiana Kordon
Photography Director :
André Tashiro
Executive Producer :
Patricia Gaglioni
Executive Producer :
Fernanda Segura
Digital Producer :
Mauricio Kazu
3D Illustration :
Vinicius Lavor
3D Illustration :
Editor :
Rodrigo Aranha
Editor :
Pedro Silveira
Editor :
Gabriel Santana
Vinyl Recording :
Vinyl Lab
Vinyl Printing :
Fernando Forte
VP Global Brands :
Richard Oppy
VP Global Marketing :
Todd Allen
Global Marketing Director :
Lia Bertoni
Global Marketing Director :
José Oliveira
Global Marketing Manager :
Morgan Franklin
Regional Marketing Manager :
Giulia Damasco
Director :
Felipe Cerchiari
Head of Marketing :
Carolina Caracas
Brand Strategy Manager :
Andre Mota
Culture Manager :
Ludmila Kaminskas
Execution Manager :
Cibele Nunes
Marketing Vice President :
Daniel Wakswaser

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