Is there any US brand with a stronger heritage than Budweiser? Maybe not, but the flagship of Anheuser-Busch hasn’t been taking any chances lately as it strives with various marketing initiatives to build on its formidable image.
US sales of mainstream beers such as Bud and Miller Lite have flagged for years as they compete with imports and craft brews and reckon with the atomized tastes of the millennial generation.
But nobody can grow to drinking age in the United States without knowing what Bud is. The brand has established a ubiquitous presence in sports marketing, including the National Football League, and more recently is sponsoring its own “Made in America” music festivals with Jay Z, who also received his own Budweiser spot with “Dream. On.”
Set times for @Budweiser #MadeInAmerica are here at https://t.co/oCx1hg3Ol4! Get the app & start planning today: https://t.co/RvwWPh5Rve pic.twitter.com/6MY4cWgn9l
— Budweiser MIA Fest (@MIAFestival) August 28, 2017
Budweiser scores big marketing hits regularly, whether it’s the Super Bowl commercials featuring its team of Clydesdales or its more recent tack toward representing “America.” Bud has renamed its brand “America” for packaging and promotional purposes, and the move has created a lot of buzz—and goosed sales.
Its most recent memorable TV advertising campaign involved a commercial for the last Super Bowl. Bud told the story of the co-founder of Anheuser Busch (now part of AB InBev), Adolphus Busch, and his 1857 journey from Hamburg, Germany to St. Louis.
Extolling an immigrant’s tale just as President Trump’s travel ban on immigrants from certain countries. And so along with its “renaming” as “America,” Budweiser assured that its brand was part of the national conversation.
Its light version, Bud Light, is also a master at crafting marketing messages that speak to the core of its brand DNA:
The post How Budweiser Wins: By Wrapping Itself in the American Experience appeared first on brandchannel:.
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