Bud Light is "bringing its #UpForWhatever campaign to downtown Phoenix with the House of Whatever," an entertainment venue that will be erected "for three days during Super Bowl XLIX," according to Kellie Hwang of the ARIZONA REPUBLIC. Bud Light VP Alexander Lambrecht said, "The House of Whatever is going to be a fully immersive experience, building from the success of the 'Whatever Happens' campaign." He added it will be a "very different experience than the Bud Light Hotel," which the brewer built for previous Super Bowls. Lambrecht noted that venue was "more about concerts and parties." Hwang noted the tagline "The Perfect Beer for Whatever Happens" was introduced during Super Bowl XLVIII, with the Bud Light Hotel "taking the form of a Norwegian Getaway cruise ship docked on the icy Hudson River" (ARIZONA REPUBLIC, 11/22).
PUTTING THE HORSES IN THE STABLES: The WALL STREET JOURNAL's Tripp Mickle reports A-B plans to "concentrate future Budweiser promotions exclusively" on the 21-27 age demo after years of "developing advertising and marketing that appeals to all ages." To that end, the brewer "will not trot out the traditional Budweiser Clydesdales for this year's holiday advertising," and its Super Bowl ads "will feature something more current that last year's Fleetwood Mac." A-B's Budweiser brand has seen a downturn in recent years, and the "marketing push is accompanied by an effort to get Budweiser back on tap." Data from Beer Marketer's Insights shows the Budweiser with a 7.6% share of the $100B U.S. beer market, "down from 10% five years ago, and a 14.4% a decade ago." The largest demo of Budweiser drinkers are between 28-34 and "consumption among that age group will decline as they settle down." A-B since '87 has showcased Budweiser "during the holidays with a commercial of its famous Clydesdales." However, that will change this year, with ads "featuring people in their 20s looking directly into the camera and calling out friends' names as a narrator asks, 'If you could grab a Bud with any of your friends these holidays, who would it be?'" Following the holidays, Budweiser marketing will continue to be "distinctly un-Budlike" (WALL STREET JOURNAL, 11/24).
