Analysis Advertising of Budweiser

Thèmes abordés

Saga beer budweiser advertising campains english context pub

Résumé du document

The lager is made of 5 components for one original taste: Barley, malt, rice, yeast and water.
It is the leader in America with 49% of the market shares.
It didn't communicate internationally before the late 90s because of competitors such as the companies with ‘trademark' products.
It belongs to the firm Anheuser-Busch, which represents 11% of the global beer market.
It has an international presence with its best sellers Bud and Bud Light.
It is present in America, Mexico, China, India, Canada, Panama, Colombia, the United Kingdom, Russia, Argentina, etc.

Extraits

[...] m.pngUU.png < number > logo_budweiserm.png TV COMMERCIALS BUDWEISER MISTAKE Image 12.png m.png Image 12.pngKK.png Image 12.pngKK.pngJJ.png m.pngUU.png 2007 : Budweiser's girls Bud went wrong by showing a Bud girl serving beer to a Japanese salaryman, whereas 70% of beer is served at home The spot was unrealistic. Given that the young generation claims sex parity, the spot wasn't adapted to the target at all. < number > logo_budweiserm.png EVENT WHAT JAPANESE LIKE Image 12.png m.png Image 12.pngKK.png Image 12.pngKK.pngJJ.png m.pngUU.png 2009 : Goodies Japanese fashion designer Supreme teams up with Budweiser for an assortment of goodies, reaching a young Japanese target. [...]

[...] » often used between friends. Moreover, the spot ends with « TRUE » because this beer is especially made « for true moments » < number > logo_budweiserm.png TV COMMERCIALS 2001- 2002 : Get a date Irony on love relationships, and on the advices exchanged between men about how to succeed a date < number > logo_budweiserm.png TV COMMERCIALS 2007: Red man To illustrate the importance of friendly moments between men, Budweiser used a red man roommate: a 25 years old man shares his flat with a red man. [...]

[...] Fall from grace of the US image. Bud tries to promote a global perspective with its heritage from the US, while conquering the local market Image 12.pngKK.png[-- Image: budofficialfootball.avi < number > logo_budweiser Men and traditions China communication Image 12.pngKK.pngJJ.png < number > logo_budweiser While in some countries American values are not always accepted, in the Chinese tradition, the men friendship meetings are a part of the local culture Therefore, Budweiser's arrival on this new market wasn't difficult Budweiser went on this market to compete with other brands, and especially to stop Miller from gaining Chinese market shares In China, Budweiser communicates only on the Bud product because beer is replacing traditional drinks, which are quite strong Image 12.pngKK.pngJJ.png < number > logo_budweiser How does Budweiser illustrate male values in its communication? [...]

[...] China Countries Values Products Guys friendship & sport Guys friendship & sport Guys friendship & sport Bud Light Bud Lime Japan Bud / Bud Dry Bud Light Men & tradition Bud Bud Light Communication mistake Bud Bud < number > logo_budweiser Guys friendship & sport < number > logo_budweiser In English countries, Budweider is communicating on values such as men friendship and sport In that context, beer is very consumed in English foreign countries Moreover, the brand is communicating on products such as Bud Light or Bud Lime, and aim to be the drink for friendly moments and not a product consumed in order to get drunk Indeed, drinking beers after work is a part of the English culture Delphine Vasseur collection homme hiver 2008/2009 par dedevasseur < number > logo_budweiser Guys friendship & sport U.S. communication m.png < number > logo_budweiser How does Budweiser illustrate men friendship in its communication? [...]

[...] Then, the brand is the official sponsor of the important Canadian events. Canadian Grand Prix Event in the popular restaurant CAMP m.png Image 12.png < number > logo_budweiser Guys friendship & sport U.K. communication Image 12.pngKK.png < number > logo_budweiser How does Budweiser illustrate men friendship in its communication? m.png Image 12.pngKK.png < number > logo_budweiserm.png TV COMMERCIALS Image 12.png 2009 : True dedication Budweiser shifted its marketing from outrageously creative to trying to differentiate the brand from others. Budweiser moved away from ad campaigns that highlight the drink in social environments. [...]