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KEVIN SMITH
ALEXANDRA GRIFFIN
LOUISE CRAWFORD
SAMANTHA SCALF
BRIAN SMITH
CREATIVITY IN CURRENT AD CAMPAIGNS
Best Buds
• Introduced in 2013 Super Bowl ad and revisited in 2014 Super Bowl ad
• Features iconic Clydesdale horses and puppies• The story is about connection and uses emotional appeal
Return of the King
• Introduced when brand was surpassed in popularity by Coors Light
• Designed to help brand regain spot as the No. 1 selling beer brand in the U.S.
• Plays on “King of Beers” slogan
BEST BUDS 2014 SUPER BOWL AD
RETURN OF THE KING 2012 SUPER BOWL AD
CURRENT BRAND IDENTITY
Name and Logo
• Logo incorporates name and crown to reinforce tagline
Colors
• Red, white and blue reinforce association with America and patriotism
Tagline
• “King of Beers”
PRIMARY RESEARCH RESULTS
Participants
• 100 UNF students between the ages of 21 and 30 years old
• 50 women and 50 men
Results
• Women drink more often, but do not drink beer• Men consumer more alcohol overall• All participants usually consume alcohol with others at
bars or parties
AMERICAN BEER INDUSTRY
Sales
• Declining in the United States• Due to downturned economy, which greatly affected
Budweiser’s core consumers
Light Beer
• Usually top selling beer category• Sales declined 3.5 percent in 2013
Craft Beer
• Craft beer is becoming more and more popular in the U.S.• Production has risen while overall beer production has
dropped
COMPANY
Anheuser-Busch
• Originated in St. Louis, MO in 1852• Identifies with deep American roots
Merger
• Anheuser-Busch merged with Belgian brewer, InBev in 2008
• Anheuser-Busch InBev became world’s largest brewer• Global corporation that produces over 200 different beer
brands• Has a 47.2 percent market share in the U.S.
BRAND
Budweiser
• No. 3 beer brand in the U.S. behind Bud Light and Coors Light
• Created by Anheuser-Busch in 1876• The original all-American beer
Budweiser Family
• Budweiser, Budweiser Black Crown, Select, Select 55• Bud Light, Bud Light Platinum, Bud Light Lime, Bud Light
Lime Lime-A-Ritas• Bud Ice• Something to appeal to every consumer
BUDWEISER FAMILY
COMPETITIONMillerCoors
• Second largest brewer in the world• Anheuser-Busch InBev’s biggest competition• Formed with merger between SABMiller and Molson Coors
in 2008Products
• Miller line• Coors line, including the No. 2 beer in the U.S., Coors
Light• Blue Moon• Leinenkugel’s• Keystone, and more
CONSUMER ANALYSISBeer Preferences
• Light beer is still the top selling beer category, but sales are beginning to decline
• Craft beers are rising in popularityBudweiser Core Consumers
• Middle-aged or older males• Some of the hardest hit by downturned economy, resulting
in lower Budweiser salesPotential Target Audience
• Millennials of newly-legal drinking age• Have not yet developed brand loyalty• Potential to create life-long customers
CREATIVE BRIEF
Target Audience
• Primary: males between the ages of 21 and 30 years old• Secondary: females between the ages of 21 and 30 years
old
Opportunity
• Create lifelong customers by forming a Budweiser brand loyalty at a young age
Ad Themes
• Ads should appeal to a younger audience while carrying on the themes of relationships formed and maintained with the help of Budweiser, Budweiser as the king of beers and Budweiser’s American heritage.
PROPOSED AD CAMPAIGNSImprovements
• Improve, expand upon and connect current Budweiser ad campaigns rather than completely start from scratch
• Rejuvenate old ideas to make them appeal to a younger audience
Three Campaigns
• Best Buds• King of Beers• American Heritage
Common Ground
• Relationships are the common ground amongst these three campaigns.
• The ads should reflect the relationships Budweiser helps to create and maintain, Budweiser’s relationship with its competitors and Budweiser’s relationship with its consumers.