Last Updated 12.14.11

ROLLOUT ROLLOUT PRESENTATIONPRESENTATION

• Opportunity

• Brand Concept

• Target Consumer & Occasion

• Packaging

• Research Findings

• Marketing Plan

• Timeline

• Q&A

Consumer Demand Consumers are seeking experiential brands that are tied to positive past experiences yet are also in-tune with where they are nowConsumers are choosing authentic, yet savvy, unique and image-driven beer brands in “Party Time” occasions

Fit with Occasion

Brand Building

Opportunity

Broaden the reach of the Bud Light brand with Trendseeker and Aspirer consumers in higher-end “Party Time” & “Proving Myself” occasionsThere is an opportunity for Bud Light Platinum to capture “Party Time” volume where image, connection, taste and ABV play a large role

Why Bud Light Why Bud Light Platinum?Platinum?

Bud Light Platinum has the opportunity to deliver on the experiential consumer mega trend by delivering a distinctively smooth light beer in a sleek & unique

cobalt blue bottle

Cobalt-blue bottle, unpretentious style, unique 6.0%ABV light beer with a savvy and clever brand voice

Product Fit

What is Bud Light What is Bud Light Platinum?Platinum?

Product profile

A unique 6%ABV light golden lager that is triple-filtered to deliver the signature smooth Bud Light finish. (3.2 version of beer is also available)

Point of Difference

A distinctively smooth 6.0% ABV light beer in a unique cobalt blue bottle

Shelf life 180 days, Julian Dating

Consumer Target

21-34 year old Trendseeker & Aspirer consumers who are seeking distinctively savvy yet unpretentious brands.

Need StatePerfect for consuming with friends in higher end occasions (Party Time & Proving Myself)

Who Are “Our People”?Who Are “Our People”?

“A twenty something is someone who is

constantly evaluating and analyzing his or her life and continually

coming up with the answer ‘I don’t know.’”

Product manager, 26, recovering from a breakup, California

“I'm 26, and I feel like I'm still in beta.”Ask Redditt

“Being a twenty something is a

time when everything in

life is uncertain. I feel

like the rug is constantly being pulled out from

under me.” Executive administrator, 24, single, Minnesota

“I feel like I’m stuck between floors in an

elevator, trapped in this limbo between being an adolescent and being an adult. I still want to have

fun, but I’m supposed to be a

‘grown-up.’”Sales associate, 25, separated, Ohio

21-34 year old Trendseeksers & Aspirers who are “Inbetweens” in age & in mindset

Our in-betweens are actively pursuing experiences & exposure, and we will help

them celebrate their trials and accomplishmentsLDA Adulthoo

d

Target ConsumersTarget ConsumersTrendseekers Aspirers

Quick Snapshot

Co-ed, Grey Collar, 28-34Successful & trendy individuals with active social lives who are concerned with the image they portray to their peers.

Co-ed, Blue Collar, 21-34Aspirers (more than half of which are Latino) seek a better life for themselves and their families, like to party and are concerned with the image they portray to their peers.

Beer Preference

Seek sweeter tasting beverages, and likely to explore a wider variety of beer styles and balance beer consumption with both wine and spirits.

Alcohol choices are influenced by brand image –brands often chosen to demonstrate sophistication.

Prefer alcohol with a sweeter taste. These drinkers find the taste of regular, mainstream beers and some imports to be too bitter or strong. When choosing alcohol, brand image and fitting in with the crowd are important.

Up-tempo Moments for “Our People” that are:•Unapologetic•Confident•Playful•Indulgent•Savvy•Enlightened•Surprising

What is “Our Moment”?What is “Our Moment”?

RefreshingRefreshing

Stylish &Savvy Stylish &Savvy YetYet

Approachable & SocialApproachable & Social

Pretentious & Aloof

PositioningPositioning

Extreme flavor

High end occasions

Co-ed

ApproachaApproachable & Funble & Fun

Casual Casual occasionsoccasions

Bud Light Platinum creates a brand new category of premium light beer – one that delivers bold, smooth and effortlessly

sophisticated products with light beer’s signature fun, social personality.

Co-ed with Male Co-ed with Male skewskew

PackagingPackagingBud Light Platinum’s packaging communicates all the key

Bud Light attributes while over-performing in key measures like “innovative” and “worth paying more for”

For both men and women

Bud Light Platinum packaging communicates all of these key attributes on par with the Bud Light

parent brand…

For drinking with friends

Easy to drink

A brand for someone like me

Very refreshing

Smooth tasting

Helps make a good impression

…while also communicating key

incremental attributes even better than Bud

Light

High Quality

InnovativeAttributes highlighted in yellow are ones where Bud Light Platinum packaging outperformed Bud Light parent packaging with a statistical confidence level of 90%

Planned 2012 Packaging Planned 2012 Packaging EvolutionEvolution

Pack Mix Evolution Planned for 2012

PackagingAvailable January 30, 2012

PackagingAvailable May 2012

Bud Light Platinum’s launch will focus on its iconic cobalt blue bottle. 12 packs and 24 packs of 8oz cans will launch May 2012

to support summer selling.

6-pack 12-pack12 oz.

6-pack 12-pack12 oz. 12-pack 24-pack8 oz.

FPO - Packaging Not Yet Finalized

Fit With & Impact on Bud Light Fit With & Impact on Bud Light

Source: Internal Market Research; September 2011

Bud Light Platinum was perceived by consumers as a logical line extension from Bud Light, and it generally improved their perception of the Bud Light brand

EFFECT ON BUD LIGHT• For consumers interested in the concept of Bud Light Platinum, the

product improves their perception of the Bud Light brand • 85% reported it gave them a “much better” or “somewhat better”

perception of the Bud Light brand• 14% reported it did not affect their perception; 1% reported it gave them a

worse impression

• Even for those not interested, their perception of the Bud Light brand was not negatively affected

• 91% of those who weren’t interested in the idea still said it either gave them a better perception or didn’t change their perception of the brand

DOES PLATINUM FIT AS A BUD LIGHT LINE EXTENSION?• Consumers interested in the concept viewed it as appropriate for Bud Light

to make Bud Light Platinum• 89% reported it was “very appropriate” or “somewhat appropriate” for Bud

Light to make Bud Light Platinum• 9% were neutral; 1% reported they felt it was inappropriate

• Even those not interested still understood the appropriateness of the Bud Light connection

• Only 11% reported they felt it was inappropriate for Bud Light to make Bud Light Platinum

Key Research FindingsKey Research FindingsA key driver for our target consumer is A key driver for our target consumer is delivering a brand delivering a brand that inspires them and that inspires them and

celebrates where they are in their life right celebrates where they are in their life right now without being pretentious now without being pretentious

1. Bud Light Platinum benefits from:– The authenticity and social nature of “Bud Light”– The iconic cobalt blue bottle & stylish packaging– A surprisingly smooth & drinkable taste profile

2. Bud Light Platinum can “own” the celebration of where “our people” are right now in their lives by delivering a distinctive-tasting beer with sleek, trendy packaging that is still drinkable, social and unpretentious

3. Bud Light Platinum has the potential to cast a positive halo on the Bud Light family by increasing the mega brand’s share in higher end occasions

360 Marketing Plan360 Marketing Plan• Media / Digital

– Marketing Support equal to Bud Light Lime launch

– Heavy national media to build awareness and drive trial

– Focus on digital to reach trendsetter and aspirer targets

• Retail Programs– Retail programs to support trial, displays &

ad features

• POS/PPG – Full line of merchandising and branded

products to support sampling, distribution, displays and promotion

• National sampling program– Support trial of Bud Light Platinum

• Public Relations– Full Public Relations push to reinforce

“Make It Platinum” message

Creative MessageCreative Message

The cobalt blue bottle is the star of our creative

National TV– Product-focused intro

spots– Lifestyle-focused

follow-on

Outdoor/Signmaking

– Primary Message: “Make It Platinum”

Digital / Social Media

– Primary Message: “Make It Platinum”

“Make It Platinum” communicates our rally cry that also serves as an active bar call.

2012 Media Plan2012 Media Plan

Sports

Ent Cable

Print

Digital

OOH

Reach the 21-34 year old trendseeker and aspirer targets in relevant, meaningful ways

Use Digital/Social Media to tie all of our marketing Use Digital/Social Media to tie all of our marketing togethertogether

Media SplashMedia Splash

Bud Light Platinum will run a 30-second spot Bud Light Platinum will run a 30-second spot in the Super Bowl on 2/5/12!in the Super Bowl on 2/5/12!

How do you introduce a “Whole New Category of Light Beer”

to 110 million consumers in just 30 seconds?

Note: 110MM consumers represents adult viewers who are age 21+

Pricing StrategyPricing Strategy

• Recommended FL price parity with Bud Light Lime – Off- and on-premise pricing at parity with

existing Bud Light Lime

• Recommend matching Bud Light Lime & Michelob ULTRA promo calendars to create a price bucket

• Research supports pricing parity with Bud Light Lime – Consumers expected Bud Light Platinum to be

priced with other specialty domestic premium light beers

Recommended Shelf PlacementRecommended Shelf Placement

Recommendation• Primary Target: Within premium light segment next to Bud Light

Lime• Target 6-pack in C-Store and 6 and 12-pack in Supermarket/Package

Liquor

Rationale• Promote brand family• Matching price points & promotional schedule

Traffic Flow

Supermarket / Package Liquor

C-storePrimary TargetPrimary Target

CPC RequirementsCPC Requirements

CPC Priorities1. Retail Merchandising:

50% – Retail Presence to Drive

Awareness & Trial

2. Branded Events: 30%– Drive Brand Image

– Awareness / Trial

3. Sampling : 20%– Trial

Wholesaler CPC for 2012: $1.50

Merchandising50%

Sampling20%

Mirror

Lamp

Window Cling

Neon Sign

Chair Hat Metal Sign

Acrylic Lighted Sign

iPhone Case

Cooler

MerchMerch 50% of 50% of CPCCPC

MerchMerch 50% of 50% of CPCCPCPOS / PPGPOS / PPG

Promo Tank

Retail MerchandisingRetail MerchandisingMerchMerch 50% of 50% of CPCCPC

MerchMerch 50% of 50% of CPCCPC

Distribution TargetsDistribution TargetsOff-premise:

– PRIORITY TARGETS within B/U Accts: 100% chain grocery distribution & holding distribution in 80% of target accounts for 6 months

– Target accounts posted by market on abmarketing.com

– Identify at the market level what benchmarks make senseOn-premise:

– PRIORITY TARGETS within B/U Accts: Holding distribution in 80% of target accounts for 6 months

– Specific focus on the following account types:• High End Clubs and Bars

• Upscale Restaurants

– Target accounts to post on abmarketing.com week of 1/30

– Utilize sampling opportunity to help seed the brand

Sampling Table & CoastersT-Shirt, Server Button & Bottle Opener

Sampling & Branded Sampling & Branded EventsEvents

SamplingSampling

20% of CPC20% of CPC

SamplingSampling

20% of CPC20% of CPC

Identify sampling opportunities - “right place /consumer” (where legal)

─ “Right Consumer”: Competitive Premium Light beer drinkers

Utilize tools to conduct sampling events

─ Cups, t-shirts, Sampling Models to conduct events (where legal), talking points, sampling bar wrap, take away cards

Sampling will overcome the “smoothness and drinkability” doubts with High Alcohol

Wholesalers to execute 90-day sampling support plan in 100% of targeted on-premise accounts

EventsEvents

30% of CPC30% of CPC

EventsEvents

30% of CPC30% of CPC

Find the right events in market to Make Platinum Events

─ Use half of your CPC behind the brand to sponsor Platinum Events and Sample

Promo Models, Branded Apparel, Portable Sampling Bar

High End Sampling PlanHigh End Sampling PlanSamplingSampling

20% of CPC20% of CPC

SamplingSampling

20% of CPC20% of CPC

Targeted Accounts Identified by Market (where legal)

─ 2 promo models per event

─ 1 hour promotions – 3 per account

1. Within 1st two weeks of distribution

2. During second 30 days

3. Within third 30 days

Follow support template established through National “Core Four” Program

On Premise 90-day Support Plan

EventsEvents

30% of CPC30% of CPC

EventsEvents

30% of CPC30% of CPC

EXAMPLE

TimelineTimeline

Week of or Date

Limited Order Window (11/30/11 – 12/7/11) Ends 12/7/11

Samples in Market (will vary based on state approvals) 12/5/11 & 12/12/11

Pricing in system 12/5/11

Wholesaler Forecasting Begins 12/6/11

POS & PPG Ships 1/16/12

Beer Arrives in Market 1/16/12 & 1/23/12

STRs 1/30/12

Bud Light Platinum…

– Meets a consumer demand for trendy, unique experiential products that are authentic and unpretentious

– Represents a brand new category of premium light beer – one that delivers bold, smooth and effortlessly sophisticated products with light beer’s signature fun, social personality

– Provides an incremental purchase

– Brings news to the Bud Light brand and incremental opportunity for the Bud Light mega brand in higher-end “Party Time” and “Proving Myself” occasions

SummarySummaryBud Light Platinum has an opportunity to Bud Light Platinum has an opportunity to deliver deliver

on the experiential consumer mega trendon the experiential consumer mega trend by by delivering a delivering a distinctively smooth light beer distinctively smooth light beer in a in a

sleek & unique cobalt blue bottlesleek & unique cobalt blue bottle

Contact InformationContact InformationThanks for supporting the national launch

of Bud Light Platinum! If you have any additional questions, please feel free to

contact…Name/Title Email Address Office

Phone

Bruce EamesBrand Manager, Bud Light

Bruce.Eames@Anheuser-Busch.com

314-577-4419

Valerie Toothman Director of Innovation

Valerie.Toothman@Anheuser-Busch.com

314-577-1730