Internal Memo of Transmittal
To: Thomas W. Santel—President of Product Division
Mr. Santel,
This memo is seeking approval and authorization to go forth with implementing a
new campaign that will directly target the female demographic. The new
campaign is titled, “Love 4 Buds.”
We can target the female demographic by associating Bud Light with
characteristics women relate to most. The “Love 4 Buds” campaign will directly
address middle to upper class women between the ages of 25 and 40 who are
both working individuals and housewives. The “Love 4 Buds” campaign focuses
on the key attributes Bud Light has to offer in comparison with what women
prefer and look for in a product while using. The campaign will use an emotional
approach to attract women to Bud Light. Unlike any other beer company and
their campaigns, the “Love 4 Buds” campaign takes a different approach. Bud
Light would be the first campaign to specifically address women.
Within this proposal all the details will be discussed. The objectives, challenges,
opportunities, plans and the budget will also be presented. There will also be
sample news releases, TV and radio scripts, and other forms of media included
within this proposal.
I sincerely hope that you think strongly about this new campaign idea. It will
positively reach the female demographic and provide strong results. If you need
any further clarification or information please do not hesitate to contact me.
Sincerely,
Lisa Colbert
Lisa Colbert
Public Relations Director
768-999-0231
lc@anheuser-busch.com
1
Bud Light Strategic Communication Plan
“Love 4 Buds” Campaign
Lisa Colbert
March 17, 2015
2
Table of Contents
Executive Summary
P. 4& 5
Company Profile
P. 5& 6
Goals, Objectives, Strategies, &
Tactics
P. 7 & 8
Situation Analysis
P. 8 & 9
Key Messages
P. 9 & 10
Advertising Strategic Message
Planner Sections
P. 10 & 11
Timetable
P. 12
Budget
P. 13
Evaluation Methods
P. 13 & 14
Conclusion
P. 14
Appendix
P. 15
Pitch Letter
P. 16
News Release
P. 17
Social Media News Release
P. 18 & 19
TV Ad Script
P. 20
Radio Ad Script
P. 21
Product Fact Sheet
P. 22
3
Executive Summary
Anheuser-Busch Companies Inc., in St. Louis Missouri, serves as the
leading company in the brewing market. Since the company serves as the
leading company in the brewing market, they have a victorious reputation.
Anheuser-Busch heavily relies on a historic tradition and because of
implementing that tradition for years and years they have remained successful.
The company differentiates their beer products in order to create brand loyalty,
which sets them apart from any other company’s products. Anheuser-Busch’s
Bud Light was first introduced in 1982 and has been successful ever since, it has
even been labeled the number one light beer. Bud Light is intended to provide
consumers with quality light beer that achieves satisfaction in a reasonably
inexpensive price range. Bud Light is also well known because of the refreshing
flavor it has to offer and its smooth drinkability.
The current issue is that, throughout the years, Bud Light has gained a
label. It has been considered to be only directed towards younger men. This
serves as an issue because there is a wider market that needs to be addressed.
The younger male demographic appeals to the product due to the price as well
as how the product is marketed. Bud Light markets itself in light of consumers
through compatibility with values and lifestyles. In this case, Bud Light relates to
the values and lifestyles of younger men by associating the product in light of the
partying scene. Bud Light needs to surpass the stereotype through broadening
their market and not directing their product towards one specified audience. Bud
Light also has competitors and the competitors serve as an issue. Another
problem is competitors. What the competitors are doing is, addressing the
audience as a whole but promoting their product in terms of quality and benefits
without addressing the lifestyle. This has made them successful. What Bud Light
could do to stand above competition is come up with a variety of campaigns that
address women. In the alcohol industry, beer campaigning is hardly ever directed
towards women. This is an issue, women need to be addressed. While
addressing the women Bud Light can relate to them but also in terms of the
products benefits and how it relates most to them.
Bud Light needs to expand their market by directly targeting women. What
needs to be done in order for Bud Light to increase their market and sales is, Bud
Light needs to be positioned as the first choice beer for women. This leads to the
fact that Bud Light needs to implement a new campaign, a campaign that
addresses women. In order to position Bud Light as a first choice beer, Bud Light
needs to be represented and exploited in terms of the brews and other products
quality, satisfaction, benefits, and affordability. In so doing Bud Light must be
positioned in comparison with its competition and what women typically prefer.
4
Bud Light also needs to promote their new family member, Bud-Wine-Light,
directly towards women to increase sales and consumption by women. Bud Light
can reach the female demographic by focusing on new trends within the market.
Bud Light will also need to be publicized in light of women’s preferences and
characteristics. In order for this campaign to be successful the campaign must be
effective through social media, it must create memorable advertisements, stay up
to date with deadlines and, spark interest with the audience. Bud Light is strongly
convinced that they will be able to reach the female demographic successfully if
each of these plans goes as planned. In so doing Bud Lights revenues will
increase by thirty percent and they will have the largest consumer base in the
beer industry.
Company Profile
Anheuser-Busch is known due to the fact that the company sells and produces
quality beer. The company has brewed hundreds of beers for many years and
they have strategically distinguished their beers from other competing products.
Anheuser-Busch has upheld a family tradition that has resulted in their success
through a variety of their products in direct efforts towards satisfying consumers.
At Anheuser-Busch, Bud Light is one of the most known and successful beers.
Anheuser-Busch’s current target market is younger individuals who are in their
mid-twenties. The advertisements Anheuser-Busch produces are directed
primarily towards a younger demographic. The company presents Bud Light in
advertisements by relating mirroring a lifestyle. Bud Light appeals to the younger
audience therefore Bud Light is placed in a setting that relates to the younger
generation this meaning the beer is associated with partying and having a good
time. In advertisements, the company knows that placing and associating Bud
Light with a good time leads younger individuals towards purchasing the product.
This approach sincerely works; however, Bud Light is ignoring a large
percentage of the population, women. Bud Light drinkers are males but what
Anheuser-Busch needs to do to increase revenues and avoid stereotypes is,
appeal to the female population.
Anheuser-Busch has changed within the past five years by consistently
marketing their products to beer drinkers through new ways. The company’s
success for more than 150 years is due to their ingenuity and innovation instilled
within their advertising and marketing techniques. Anheuser-Busch has
successfully changed since the beginning years by fulfilling the needs of beer
drinkers who enjoy diverse tastes, the company now offers over 100 varieties of
5
alcohol based beverages. Although they have been successful for years, they
received a brand image that is associated with partying and male dominated.
Males have always been directed with beer advertisements but it is now the
twenty-first century, women need to be addressed as well and if done
successfully they could generate more revenue and sales for the company and
its product.
The company holds their traditions and values very close to their hearts like they
always have; however, they have changed by developing new ways to connect
the products with consumers. The company makes sure the message they are
conveying for each of the products relates to the consumer and compliments the
product, but most importantly the company makes sure that the product they are
trying to sell relates as well as connects to current and future consumers. With
this new position Anheuser-Busch wants to uphold, they must be careful. The
company has a large budget and is willing to use it towards creating success for
their company; however, they want to make just as much if not more on
investment.
6
Goals, Objectives, Strategies, & Tactics
Goal: To position Bud Light as a must-have beer for women.
Objectives:
1. Expand the Bud Light market by directly targeting the female
demographic.
2. To increase favorability of Bud Light products among women by 60%
within the next year.
3. Increase the amount of customers and sales by at least 20%
4. Increase the amount of followers by 15% on Anheuser-Busch’s Bud
Light’s Facebook, Twitter and Instagram accounts.
Strategies:
1. Utilize more advertising that promotes Bud Light in terms of quality,
satisfaction and affordability in comparison with competition.
2. Publicize Bud Light in light of feminine preferences by delivering a more
feminine message.
3. Leverage a spokesperson to promote the brand and attract the audience
towards the product.
4. Promote Bud Light consecutively through social media challenges and
create incentives for “liking” or “sharing” Bud Light on social media sites.
Tactics:
1. Buy ad space in a variety of magazines such as Women’s Health, GQ,
and Cosmopolitan
2. Conduct research and publicize results to keep up with the latest trends,
spark up an event “The Bud Challenge”—a cooking challenge for women
using Bud Light as one of their ingredients.
3. Use a celebrity endorser, Ellen DeGeneres who will tweet pictures as well
as post them on Facebook and Instagram with both Bud Light and Bud
Lights products. She will also be presented in the TV commercials and
featured on print ads. Ellen creates more brand recognition with the
millions of fan and followers she has on social media.
7
4. Create contests, “Love 4 Buds”—the best picture that represents love for
our buds, a contest that incorporates Bud Light products to come up with
the best unique brew—the winner will have their beer be featured for the
month.
Situation Analysis
SWOT Analysis
Strengths





Weaknesses
Number one light beer
Inexpensive
Low in calories—perfect for
calorie-conscious consumers
Bud Light is a well-established
product—everyone knows what
Bud Light is.

Offers different products—BudWine-Light, Margarita based
drinks




Opportunities



Approaching different markets
through different forms of
advertising and conveying a
message that relates most to the
consumer
Expand to the female
demographic
Falls within the healthy trend
category



Lack of marketing directed
towards women
Only advertised/promoted in light
of men
Some people are loyal to other
beers.
The current brand image Bud Light
attains
Not directing towards women,
women make up a large segment
of the population, they are singly
focused on directing the product to
men and in comparison to their
lifestyle
Threats
Many competitors in the beer
industry
Competitions marketing
campaigns
Stereotypes
Situational Challenge
The situation is Bud Light neglects to address a large percentage of the market.
Women make up a large percentage of the population in which Bud Light is not
marketing towards and often times the female segment goes unnoticed when
promoting beer. Bud Light can increase and strengthen their consumer base by
addressing the female population and developing a campaign. This is where the
“Love 4 Buds” campaign comes into play, the campaign will address the situation
by incorporating feminine characteristics such as the “caring” factor into
8
commercials, print ads, social media and contests. Bud Light will connect with
the audience through an emotional approach. Another challenge that is
presented is a health concern, many women try to stay away from beer due to
weight gain and feeling bloated and because they like harder liquors more. To
overcome this, Bud Light has created several Bud Light based drinks such as,
the margarita Bud Light and Bud-Wine-Light also. Bud Light is also the perfect
drink for those who are health conscious, Bud Light has fewer calories than any
other light beer. To advertise Bud Light in the direction towards women, these
issues must be addressed and represented.
Current & Desired Brand Image
Bud Lights current brand image is portrayed in the light of younger consumer’s
preferences. Bud Light has shifted images over the years. Now the brand image
is seen in light of the partying scene. When you think about Bud Lights current
brand image a few concepts come to mind such as partying, fun, and sociability.
Bud Light is promoted through young consumers lifestyles. Bud Light is
positioned as the life of the party; however, still to this day the commercials and
advertisements are directed towards men. The brand image for Bud Light needs
to change, it needs to be directed away from the partying atmosphere and more
so towards creating memorable moments with those who matter most. The
desired brand image will implement friendships and having fun while creating
memorable moments.
Key Messages “Love 4 Buds” Campaign
1. Bud Light cares to please its consumers and aids in creating memorable
moments that are worth caring for.
2. Bud Light is an inexpensive, accessible, and sociable brew that is ideal for
enjoying with friends.
3. Bud Light is a light beer that fits in with any consumer’s lifestyle for any
moment or any occasion.
9
Advertising Strategic Message Planner Sections
Product Key Features





Bud Light is the most popular as well as preferred light beer in the United
States
Inexpensive and convenient while satisfying
Bud Light contains fewer calories than other beers.
Quality ingredients used to make our famous light beer allow for smooth
drinkability and a refreshing, crisp flavor
Offers a variety of flavors which gives consumers a wide range of options
to choose from—Straw-Ber-Ritas; But Light Lime; and recently: Bud-WineLight
o Bud-Wine-Light has a sweet taste and goes down smoothly, what is
so special about this product is that it gives drinkers the best of
both worlds. The drink is great for those who are indecisive about
what he or she wants to drink because it incorporates to products in
one.
o Bud-Wine-Light connects great with the female population we are
trying to promote.
Direct Competitors and Brand Images
Direct competitors include corporate brands and companies that produce similar
products. We need to be well aware of our competitors and how they affect the
sales of our products. We need to be aware of what they are doing and why they
are so successful and think to ourselves what are we doing wrong, why are
people deciding to purchase their products and not ours—and from then on we
need to come up with ideas that will promote our product as well as make it the
first choice. This is where the “The Bud Challenge” comes into play as well as
social media contests and spokesperson; this will set us apart from competition.
Direct competitors are other beers from different companies such as Miller Lite
and Coors Light. Consumers of Bud Light think Miller Lite tastes similar to Bud
Light. However, Miller Lite’s brand image is successful because its marketing
efforts convey to the audience the benefits and attributes that the product has to
offer. Miller Lite campaigns present to the audience what makes them different
compared to competition. Coors Light: Coors Light is another direct competitor
that consumers think taste similar to Bud Light. Coors Lights brand image is
focused on exploiting the product based on its promise—Coors Light and its
marketing approach is also only directed towards men so, by implementing the
“Love 4 Buds” campaign, Bud Light will stand above competition by starting a
new movement.
Indirect Competitors and Brand Images
10
Hard alcohol brands and products are considered the indirect competitors. Other
choices of alcohol are also a part of the competition although they are not a
direct competitor; hard alcohol is consumed by many women. Our company must
be aware of other alcohol markets that can affect our company and sales.
Sobriety is another indirect competitor. This has to do with people who are
against alcohol or underage drinkers. People now know the risks associated with
drinking as well as drinking and driving.
Other beers produced by Anheuser-Busch such as Corona, Rolling Rock and
Budweiser. These beers are also produced by our company and although we are
making sales, they are in indirect competition with one another in terms of sales
and preference when considering them individually.
Supporting Evidence


Anheuser-Busch Company, Inc., selects only the finest ingredients to
brew and package the highest-quality beers.
Bud Light beer is brewed using both American grown and imported
premium aroma hop varieties as well as incorporates a combination of
barley malts and rice which, these ingredients make it so popular.
11
Timetable
“Love 4 Buds” Campaign Timeline
Product name: Bud Light
Target launch: July 25, 2015
Start date: April 1, 2015
Tactic
Start Date
End Date
Launch Date
30 second radio
ad
April 1, 2015
July 25, 2015
July 25, 2015
Magazine stories
April 1, 2015
June 30, 2015
July 25, 2015
Photo shots
April 8, 2015
April 9, 2015
July 25, 2015
60 second TV ads
April 1, 2015
June 25, 2015
July 25, 2015
Print Ads
May 20, 2015
July 25, 2015
July 25, 2015
Organize launch
parties
June 1, 2015
July 25, 2015
July 25, 2015
Bud-Wine-Light
taste test in stores
May 22, 2015
July 1, 2015
July 25, 2015
Instagram contest
announcement
June 25, 2015
July 25, 2015
July 25, 2015
Confirm locations
for launch party
July 1, 2015
July 25, 2015
July 25, 2015
Posters in-local
stores released
July 1, 2015
July 25, 2015
July 25, 2015
Hold release
parties
July 25, 2015
July 25, 2015
July 25, 2015
Announce
Instagram contest
winner
July 25, 2015
July 25, 2015
July 25, 2015
12
Budget for “Love 4 Buds” Campaign
Advertising &
Expenses
Special Event
Planning &
Expenses
Items
Quantity
Item Cost
Total Estimated
Cost
Television
4
$800
$3,200
Radio
5
$600
$3,000
Signs
250
$60
$15,000
Magazines
8
$300
$2,400
Website
1
$1,200
$1,200
Subtotal
$24,800
Items
Quantity
Item Cost
Total Estimated
Cost
Catering
1
$3,000
$3,000
Tents
6
$600
$3,600
Security
5
$300
$1,500
20
$300
$6,000
1
$1,000
$1,000
Subtotal
$15,100
Total
$39,900
Staff hired
AV Equipment/DJ
Proposed Evaluation Methods
For the “Love 4 Buds” campaign In order to make sure the campaign is effective,
everything will be measured in terms of how successful it turned out to be. As I
mentioned Bud Light wants to increase followers on all social media accounts so
after the campaign we will monitor media mentions by our target audience of Bud
Light and its products on Instagram, Facebook, and Twitter as well as other
social media sites. Software will be able to gather the data and then we would
compare the results to our goal of 15% increased mentioned to determine the
success. There will also be a survey distributed to women to see if the campaign
had an impact on them. After the campaign is finished sales results and ratings
will be compared to previous results from the past three years. We will also see
how successful the Bud Light products were with women and see if they
13
preferred Bud Light or Bud Lights products, this will be done through interviews.
The most important thing we need to do is compare ratings; we must look at how
many women we pulled in from this campaign compared to previous campaigns.
We will then compare revenues from previous years and relate it to the profits we
made for this campaign.
Conclusion
The “Love 4 Buds” campaign will ensure that Bud Light reaches the female
demographic in a way that touches the public through feminine characteristics.
Drinkers buy the image that is portrayed about the product not necessarily the
ingredients. By directing Bud Light towards women and creating a distinct image
associated with emotional needs and promoting it in terms that relate most to
women, successful results will occur.
Women want to be approached directly, no other beer has ever been directed
towards women and by doing this Bud Light would start a movement, the brand
would be recognized immediately and it would be known as the beer that made a
shift towards addressing women. The “Love 4 Buds” campaign focuses on the
little things that create for the most memorable moments with loved ones.
This campaign steps away from the party scene and focuses on the strong
connection between a person and what they care for most. The goal of this
campaign is to influence women to choose Bud Light as well as its products and
to create a stronger brand image for Bud Light. Women make up more than
twenty-five percent of the beer market and Bud Light is going to approach that
market in hopes to expand it with women preferably choosing the Bud Light
brand. If everything goes as planned, revenues will increase by at least 45%.
14
Appendix
15
Pitch Letter
To:
TheEllenDeGeneresShow.com
Subject:
For Ellen DeGeneres: Exclusive on Bud Light
Mrs. DeGeneres:
Do you like beer? How about wine? Can’t decide between a cold beer or a glass
of wine? Well what if I told you that you can have the best of both worlds? I want
to let you know that Bud Light has introduced a new member to their family, BudWine-Light. Are you wondering what this is? This new alcoholic beverage is a
brewed red wine that tastes exactly like Bud Light beer.
Bud Light has introduced this new beverage to approach the market of women.
Bud-Wine-Light features the same qualities of Wine and also contains fewer
calories which is a huge plus for those cautious of their health. This beverage
goes down smoothly and has a sweet taste that will instantly satisfy your flavor
needs. We conducted a small research project in which we distributed surveys to
various women of all ages at supermarkets, bars, and social events. What we
found is that many women prefer both beer and wine. So we were thinking that
your fans could help us out. We want to see how your fans stack up against our
audience. We want to take a fun approach towards addressing your audience.
We know that you love hosting games on your show so we want your audience
to participate in a game focused on taste tests! The survey will be distributed
after the game but, lets get back to the game! Each participant participating in the
game will describe what they are drinking but will not be able to see what they
are drinking, they will be blindfolded. Each of the mysterious drinks will be Bud
Light products. The winner in return will receive tickets to our winery and will also
receive various gift certificates! After the show, each member in the audience will
get a chance to try a Bud-Wine-Light!
We want to figure out all of the necessities and budgets relatively soon. So, I will
follow up with you within the next week to see if you like our idea and would want
to add it into a segment of your show and also to see if you have any questions
or suggestions.
It will be tons of fun and provide many laughs—I promise!
Lisa Colbert
Lisa Colbert
Public Relations Director
Anheuser-Busch Companies, Inc.,
768-999-0231
lc@anheuser-busch.com
16
Anheuser-Busch Companies & Inc.,
1200 Lynch Street
St. Louis, MO. 63118
314-577-3559
News Release
FOR IMMEDIATE RELEASE
March 17, 2015
FOR MORE INFORMATION, CONTACT:
Lisa Colbert
Director of Media Relations
768-999-0231
lc@anheuser-busch.com
Bud Light introduces new campaign
St. Louis, MO. March 17, 2015—Anheuser-Busch’s Bud Light today announced
they will be introducing a new campaign directed towards women. The campaign
is titled “Love 4 Buds” The new campaign focuses on the key attributes Bud Light
has to offer in comparison with what women prefer and look for in a product while
using an emotional approach to attract women to Bud Light.
“Bud Light is taking an approach that no beer company has ever attempted to do;
I am sincerely interested in seeing how successful this campaign will be. Women
need to be addressed, Bud Light has been the number one preferred beer for
quite some time and only men are addressed. I strongly believe that this
campaign will solve the issue at hand,” says Alexander Lambrecht, vice president
for Bud Light.
The campaign will use emotional approaches to address women through
incorporating caring and humor characteristics. In so doing Bud Light will be
promoted in terms of exploiting its key characteristics and will differentiate itself
from other beer brands. The Bud Light brand and its products will be the first to
specifically address women.
“Bud Light serves as a brand that continues to grow and surprise beer drinkers. I
believe this campaign will be recognized for its importance. Bud Light’s brand
image has always been in light of men’s preferences and lifestyles—I am excited
to see it step away from the partying scene and more towards something that
matters and creates a better story and assisting in creating those memorable
moments,” says spokesperson Ellen DeGeneres.
The campaign will be implemented on all social media sites, print ads, and
television as well as radio commercials. All advertisements will completely differ
from one another in hopes to reach to an array of female beer consumers. The
campaign will officially be launched on July 25, 2015.
###
17
Social Media News Release
Bud Light to Launch New “Love 4 Buds” Campaign
Presenting Bud Light in the light of women’s preferences
March 17, 2015
News Facts
 Bud Light is launching a new campaign “Love 4 Buds” that will hit the market
strong by specifically focusing on the female population in hopes to expand
their clientele basis.
 The campaign is focused on highlighting the female population through an
emotional approach and in hopes of getting them to choose Bud Light and
the products it has to offer.
 President Luiz Fernando Edmond will make the announcement regarding the
“Love 4 Buds” campaign at the end of July 2015 and the release event will be
located at the Anheuser-Busch headquarters located in St. Louis, Missouri.
 Bud Light will come out with new messages and commercials that will
represent the new campaign in terms of the products benefits and key
messages as well as what Bud Light aims to do.
 Bud Lights new Bud-Wine-Light will be promoted quite frequently throughout
this campaign to attract more women.
 Ellen DeGeneres is on board with this campaign, she is the official
spokesperson for the “Love 4 Buds” Campaign. Ellen will represent and
promote the campaign through involvement with television commercials,
social media and online promotions.
Quotations
 “I am excited to represent the new “Love 4 Buds” campaign and will proudly
represent Bud Light as something that is not only current but as something
that relates to the past and has evolved towards approach women. As a beer
drinker I am finally pleased that we as women are being marketed at as the
beer industry has been male consumed and dominated over the years”
—Spokesperson for “Love 4 Buds” campaign, Ellen DeGeneres
 “I am happy to introduce the new campaign directed towards women. We are
more than excited for all the contests that will be introduced from this
campaign as well as the giveaways. We want this campaign to form a
movement, involving women in the market—something that should have
been done years ago. Each approach we are taking within our
advertisements displays a sense of care and involvement through emotional
approaches and hopefully this campaign will succeed as we want to expand
our market. We hope by relating Bud Light and its products towards women
in turn we will have them as regular purchasers and consumers.
—Alexander Lambrecht, vice president, Bud Light
18
Multimedia
 Video (30 seconds): YouTube/Love4BudsCampaign:BudLight.com
 Photo (hi/lo resolution): “Love 4 Buds print ads”
 SpokespersonEllenDeGeneres/anheuser-love4budscampaign.com
Related Links
 Anheuser-Busch Companies & Inc.,
 Bud Light Backgrounder
 Bud-Wine-Light
 Contest Giveaways
 Nutrition Information (PDF-Nutrition-Bud-Light)
 “Love 4 Buds” Official Campaign
About Anheuser-Busch & Bud Light
For more than 160 years, Anheuser-Busch and its associates have carried on a
legacy of brewing America’s most-popular beers. Anheuser-Busch’s Bud Light is
brewed using both American grown and imported premium aroma hop varieties
as well as a combination of barley malts and rice. The ingredients used to make
this brew allow for smooth drinkability and a refreshing flavor.
For More Information
Lisa Colbert
Director of Media Relations
768-999-0231
lc@anheuser-busch.com
19
TV Ad Script
Title: Love 4 Buds
Client/Sponsor: Anheuser-Busch
Length: 60 seconds
Air Dates: July 25—September 25
WS—Inside of a sports bar, people at the bar.
(:04)
MUSIC:
Upbeat dance music
ANNOUNCER:
Hey ladies, you know when you walk into a
bar and this happens…
MS—A woman who is sitting at the bar who
just finished a drink. A creepy/weird man
approaches her to flirt with her (:06)
CU—The woman at the bar and the man who
just approached her. (:04)
MS—of the man conversing with the woman
but, she wants no part of the conversation he
is creepy and she is not into him (:06)
Do you ever think to yourself how can you get
out of this?
WS—of the man with his cell phone out trying
to get the woman’s number, another woman
walking towards them, the woman at the bars
friend. (:08)
Oh… and why is he doing that can’t he tell I’m
not into this? We have all been in this position
before…
MS—of the woman and her friend who
approached who saved the day (:05)
But then luckily you magically get out of the
awkward situation.
CU—of the friend handing the woman a Bud
Light. (:05)
We love our Buds, Buds save the day, both
Buds!
WS—Man disappointed, and walking away
from the scene (:02)
CU—the two women at the bar talking,
laughing and both drinking a Bud Light. (:10)
We make getting out of sticky situations much
easier.
CHYRON: #Luv4Buds (:09)
We care about you, Hash tag Buds-4-Buds
FADE TO BLACK AT :59
MUSIC:
(Up and then fade, out at :59)
RT—:59
###
20
Radio Ad Script
Title: Love 4 Buds
Client/Sponsor: Anheuser-Busch
Length: 30 seconds
Air Dates: July 25—September 25
SFX: Sounds of girls voices
(Establish, then fade)
ANNOUNCER:
Hey all you ladies out there! We know
how much you love your Buds. Oh you
thought we meant those Buds?
SFX: Sounds of beers clinging
ANNOUNCER:
We meant these Buds, Bud Light.
MUSIC: “I Like Girls That Drink Beer”
by Toby Keith (Establish, then under)
ANNOUNCER:
Love something more, Bud Light.
SFX: Girls giggling in the background.
ANNOUNCER:
Do you have enough love for your
Buds?!
MUSIC:
(Fade, out at :29)
###
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Fact Sheet
“A New Member Added to the Bud Light Family”
Anheuser-Busch’s Bud Light released its newest specialty drink, Bud-Wine-oLight. This specialty drink has the qualities of both Bud Light and wine with a
sweet infused taste. The wine infused in the original Bud Light has a rich flavor
that is just too good to put down which serves as the perfect specialty drink.
Just like Bud Light and its signature drinks, each drink is created for a purpose
with intent to please. Behind each brew there was an idea, an idea that
speculated from a variety of taste buds from the wildest variety of alcohol
consumers. Each specialty drink is produced only through incorporating the
freshest ingredients. Just like limes, the red wine we infused in the original Bud
Light makes the specialty drink taste just right not at all sour or bitter, just a sweet
tasting twist that satisfies all taste buds.
Wine is becoming increasingly more popular, especially for millennials. Our
breweries have produced one of the best wines and once we incorporated Bud
Light into the wine we found that our end results exceeded our expectations. Our
specialty drink provides consumers with the sweetest taste and goes down oh so
smooth just like the original brew.
“The Facts”
Bud-Wine-Light contains 13% alcohol by volume
Bud-Wine-Light is the best-selling signature beverage in the United States
A 750 ml bottle of this new specialty drink retails for $12.99 in local liquor stores.
Our drink will soon be in most bars—so watch for us!
“Suggestion”
Bud-Wine-Light is best served when cold, straight from the bottle or over ice, and
pairs well with dinner meals—especially meats and cheeses.
Bud-Wine-Light is perfect for a relaxing night at home.
“Why Us?”
Bud-Wine-Light is sincerely dedicated to providing smooth and sweet drinkability
with incorporating the freshest ingredients for the ultimate taste.
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