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.