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 COMPETITION MillerCoors • Second largest brewer in the world • Anheuser-Busch InBev’s biggest competition • Formed with merger between SABMiller and Molson Coors in 2008 Products • Miller line • Coors line, including the No. 2 beer in the U.S., Coors Light • Blue Moon • Leinenkugel’s • Keystone, and more CONSUMER ANALYSIS Beer Preferences • Light beer is still the top selling beer category, but sales are beginning to decline • Craft beers are rising in popularity Budweiser Core Consumers • Middle-aged or older males • Some of the hardest hit by downturned economy, resulting in lower Budweiser sales Potential 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 CAMPAIGNS Improvements • 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.