This week AB InBev announced the launch of a limited-edition
brew - Budweiser 1933 Repeal Reserve. To
draw attention to the product, AB InBev is partnering with Lyft today. Call between 3 pm and 7 pm for a 15 minute
ride in a vintage car (first-come, first-served). (Lukovitz, 2017)
The campaign also includes a tv ad (below). And dizly.com
is offering $5 off on first purchases. (Oster, 2017)
Since 44% of 20-somethings have never even tried Budweiser,
AB InBev needed to do something new. Their
"America" rebrand last summer was a flop because it only drew attention
to the fact that the brand is owned by a European company. (Bhattarai, 2017)
And U.S. sales were down another 1.3% in the first half of
2017. (Nurin, 2017)
But is
this the solution? Will a limited
edition craft beer appeal to Millennials?
What persuasion techniques is AB InBev employing? What type of people might be interested? Which preferences? Why? What about rides in vintage cars? How will these impact sales? Is NYC the right place to offer them?
Lukovitz,
K. (2017, October 23) Budweiser Gets Crafty With Limited-Edition 1933 Repeal
Reserve. mediapost.com. Retrieved
October 24, 2017, from
Oster, E. (2017, October 24) Why Budweiser Is Teaming Up With Lyft to
Deploy a Fleet of Classic Cars From the 1930s. adweek.com. Retrieved
October 24, 2017, from http://www.adweek.com/brand-marketing/why-budweiser-is-teaming-up-with-lyft-to-deploy-a-fleet-of-classic-cars-from-the-1930s/
Bhattarai, A. (2017, May 28) The maker of Bud Light is investing $2
billion to make its beer "more sophisticated" denverpost.com. Retrieved October 24, 2017, from http://www.denverpost.com/2017/05/28/anheuser-busch-bud-light-marketing/
