Budweiser: America Is In Your Hands
On Monday, May 23rd, 2016, Budweiser - The King of Beers - will become "America" all across the United States. Why would the most American of American beers become more... American???
Budweiser’s "America is in your hands" campaign aims to replace the brand’s name by “America” on all its packaging in the US until the end of the presidential election. "The King of Beers" mention will also be removed from the packaging to make way for quotes or patriotic mottos (ex. "E pluribus unum"). Well-known American symbols such as the Statue of Liberty will also appear. Even the famous letters AB (Anheuser-Busch, owner of the brand) will be replaced by the letters... US.
This campaign aims to boost sales of Budweiser, which are suffering since the rise of the microbreweries. When the brand managers realized the company suffered a 16% market loss during the first quarter of 2015, they have sounded the alarm. Clearly, the acquisition of microbreweries such as Goose Island (Chicago) was not enough to counter the decline of the brand with the red bowtie.
Budweiser goes all out. True to its slogan "Brewed the hard way," the lager seeks to differentiate itself from the microbreweries’ "style beers". According to the brand’s officials, Budweiser is an "original beer" since it has been brewed in the United States for 140 years, long before the new trending brands.
The strategy is likely to operate. Year 2016 not only marks the 140th anniversary of the beginning of the beverage in St. Louis (Missouri), but also a series of major events involving heritage or American nationalism. "We are embarking on what should be the most patriotic summer this generation has ever seen," insisted the vice president of Budweiser, Ricardo Marques.
In addition to the presidential election, events such as the Olympic and Paralympic Games in Rio (during which 6 athletes will compete in the "Budweiser team"), the Copa Americana Centenario (held for the first time on American soil) as well as the 15th anniversary of the New York attacks will provide an opportunity to foster the patriotic sentiment. The 100th anniversary of the National Park Service was also mentioned by Anheuser-Busch’s officials as a commemoration that is targeted during this marketing campaign.
The first television commercial will be broadcast on June 1st: let’s bet it will be a buzz! When will we see the mobile app?