Will a craft beer and vintage cars persuade Millennials to drink Budweiser?

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)

https://www.youtube.com/watch?v=X6oaChE-yc4

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

https://www.mediapost.com/publications/article/309162/budweiser-gets-crafty-with-limited-edition-1933-re.html?edition=105780

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/

Nurin, T. (2017, July 27)  Strong Earnings For AB InBev Show Not Everyone's Turning Their Back On Bud.  forbes.com.  retrieved October 24, 2017, from https://www.forbes.com/sites/taranurin/2017/07/27/bud-earnings-rise-despite-falling-fortunes-for-american-beer/#7bc8e638130f

Will you buy beer from the most interesting man in the world?

Dos Equis is launching new creative as part of their long running (it began in 2007) “The Most Interesting Man in the World” campaign.  The tv commercials, print ads, online and out-of-home ads position Dos Equis as the premium beer of choice for people who want to live more interesting lives. (Irwin, 2013)

The new spots aren’t posted yet, but here’s one from 2012 in case you missed it.

http://www.youtube.com/watch?v=Sbb3bCygb9s

So, what do you think?  Does the positioning speak to you?  Does it make you want to buy Dos Equis?

Irwin, T. (2013, April 15) Dos Equis ‘Most Interesting Man’ Returns.  mediapost.com.  Retrieved April 17, 2013, from http://www.mediapost.com/publications/article/197961/dos-equis-most-interesting-man-returns.html?edition=58793#axzz2QjEKj5Ca