2. A Brief History: Anheuser-
Busch
• Called “The Beer of Kings”
since the 16th century
Budweiser • Changed to “The King of
the Beers”
AB claims 9
out of the top
20 selling
beers and
Bud Light is
ranked #1
• Introduced in 1982 as
Bud Light Budweiser Light
3.
4. Bud Light Platinum
Costs about
$1.50 more
than BL per Slightly
137 calories six-pack sweeter than
BL and a
where BL little more of
has 110 a kick than
light beers
Bud Light
6% alcohol Platinum hit
by volume store shelves Highly
(regular BL nationwide carbonated
has 4.2%) Jan. 30,
2012.
5. Objectives
Bud Light Platinum provides beer drinkers an upscale
light beer option as a companion to their social
agenda.
Most of Anheuser- Busch’s beers are seeing a decline
in revenue, which is why they are looking to expand
the brand with Bud Light Platinum.
6. Demographics
Males
Females
Bud Light
It’s sweetness name and
and distinctive high alcohol
look/color Spirit Drinkers content
Commercials
mention the beer
is triple distilled
and it’s “top-
shelf”
BUDLIGHTPLATINUM COMMERCIAL
9. SUPER BOWL XLVI
People Know
Two about it
advertisements • Strong immediate
• “Factory” and “Work” sales
Generates free
publicity
• Newspaper articles
discussing product
• Blogs discussing ads
11. YouTube
• Specific for Bud Light Platinum
Own Page
• Currently over 980,000 views between two videos
Stats • Song Comment has 57 “Likes”
• Revenue sharing
Partnership • Special features and tools
• #MAKEITPLATINUM
Banner
15. Evaluation
won a 1.7 share of
supermarket beer sales in
the first week, topping all of
Miller Coors' Blue Moon
brands combined.
???
It is selling more than it was
expeceted to sell which is
making it hard to come by in
some grocery stores but it is
so new we don't know yet if
it will continue to fly off the
shelves.
