SBD/December 13, 2011/Marketing and Sponsorship

A-B InBev Choose Mcgarrybowen, Translation To Split Bud Light Creative Assignment

A-B InBev is looking to stem and then reverse market share decline of Bud Light
A-B InBev has divided its Bud Light account "between mcgarrybowen and Translation,” according to Andrew McMains of AD WEEK. Mcgarrybowen will “lead efforts on the core brand, while Translation will work on brand extensions like Bud Light Lime and the soon-to-be launched Bud Light Platinum.” Translation also will “develop event marketing for sponsorships, such as with the NFL.” A-B InBev is “looking to stem and then reverse the market share decline of Bud Light, which is its largest brand and still the top-selling beer in the U.S.” A-B VP/Marketing Paul Chibe during the review “told contenders to keep using humor but to make it smarter and more broadly appealing, such as in ESPN's ‘This is SportsCenter’ campaign.” McMains noted A-B InBev is “developing new work on multiple brands that will appear during February's Super Bowl,” with both mcgarrybowen and Translation “expected [to] have ads on the big game” (ADWEEK.com, 12/12). AD AGE’s E.J. Schultz noted St. Louis-based Cannonball, also a Bud Light “incumbent, will remain on the roster handling promotional work and other duties.” Chibe said that Cannonball is also “expected to get a Super Bowl ad this year.” One of the Super Bowl ads is “expected to feature Platinum, which is seemingly aimed at the younger, partying crowd that has increasingly gravitated to spirits.” Schultz wrote some of Bud Light’s “fresh momentum could be coming from its new NFL sponsorship deal, which is costing the brewer an estimated $50 million a year for six years.” The NFL-themed spots now airing are by Cannonball and “mostly pay homage to the passion of NFL fans, while linking the nation's most popular sports league to Bud Light” (ADAGE.com, 12/12).
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