Recently sales in the beer market has been down due to slower import sales. Unfortunately, this lack of grain is making a significant impact on the King of Beers. Although this beer is a favorite in America, Budweiser does not have what it takes to keep up in the competitive European beer market. The article in Marketing Week, Budweiser: Aspirational Images Goes Flat states that there might be hope for Budweiser when a 3.5 million dollar advertising campaign was developed. Back in 1980 Budweiser launched the ad campaign for Bud Light and Bud Ice, which later failed and was pulled off the shelves in the UK. The issue with Budweisers advertising is they are marketing towards Americans but also try to take the same ad campaign and market it towards other countries. This type of advertising can only take your product so far.Some Budweiser commercials were clearly targeted towards American like their humorous yet obnoxious "wassup" slogan. Clearly when aired in the UK some of these commercials were found offensive and banned. Check out a few banned Budweiser commercials.
Yet in the US, Budweiser remained to be the king of beers and has been rated the country's biggest brewers. During the 2008 Superbowl, Budweiser spent millions on creating "the year's most eye-catching ads." Most of the air time bought by Budweiser focused on Bud Light's "superior drinkability." Ultimately, Budweiser continues to financially grow in the United States even though sales are down overseas.
"BUDWEISER: Aspirational image goes flat." Marketing Week 18 Oct. 2007.
PsycINFO Database with Full Text. ProQuest. Ithaca Coll. Lib., Ithaca,
NY. 15 Feb. 2008
McWilliams, Jeremy. "Anheuser-Busch ready to blitz Super Bowl viewers."
McClatchy - Tribune Business News 22 Jan. 2008. ProQuest News and
Magazines. ProQuest. Ithaca Coll. Lib., Ithaca, NY. 15 Feb. 2008
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