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.