A-B InBev Reorganizing Marketing Campaign For Bud Light
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A-B Will Unveil 15 New Commercials
For Bud Light In Coming Weeks |
Anheuser-Busch InBev "plans to tweak its marketing campaign for Bud Light and ratchet up spending in hopes of reviving a brand that is facing a rare slump," according to Kesmodel & Vranica of the WALL STREET JOURNAL. A-B President Dave Peacock said that the company "will roll out more than 15 new television commercials for Bud Light, as well as new retail displays, in the coming weeks." The new ads will coincide with the start of the football season and "will include more of the humor that drinkers have been accustomed to seeing from Bud Light over the years." The ads "will refine the company's 'Drinkability' campaign ... that began last year and has struggled to gain traction." A source said that some creative executives at DDB, Chicago, an ad agency working on Bud Light, "struggled with the 'Drinkability' strategy while creating this year's Super Bowl commercials, finding it difficult to fit in the 'Drinkability' message without sacrificing humor." A source said that the new ads "will still carry the word 'drinkability,' but the brewer won't spend time during the commercials spelling out the quality of the beer or explaining what drinkability is." One of the new spots, "which are currently in development, features a soft-spoken woman in a bar who is trying to get the attention of a distracted bartender." The woman is "ignored until she does something funny." Kesmodel & Vranica note volume sales of Bud Light, the "top-selling brew in the U.S., have fallen this year and may register their first annual sales decline in the brand's 27-year history" (WALL STREET JOURNAL, 8/11).
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