Last month, Emory University marketing professor David Schweidel told us how a vaccine card promo (Krispy Kreme’s doughnuts-for-jabs offer) could hurt brand trust more than help it if much of your “customer base has political views against vaccination.”

Since then, however, some Very American Brands™️ with large, diverse audiences (not to mention ad budgets) haven’t seemed worried about alienating anti-vaxxers: Budweiser and Sam Adams rolled out branded “vaccine awareness” content last week. Color us intrigued.

And it just might work: Data shop Gravy Analytics analyzed foot traffic in US Krispy Kreme stores, reporting a jump of 19.81% from February to March. While correlation doesn’t equal causation, it’s not hard to imagine folks rewarding themselves with a post-vaccine doughnut.

Data like that, plus wanting to participate in the Everyone Gets a Vaccine™ game show, could partially explain why these beer brands rolled out vaccine awareness promos last week—just in time for National Beer Day on April 7.