Agency: McCormick Publicis | Author: Ian Sippitt |
Budweiser: Sing It Again, Bud
INTRODUCTION
This paper concerns itself with the campaign developed for Budweiser by McCormick Publicis during 1987. It demonstrates how the advertising repositioned the brand and brought about a dramatic increase in sales.
BACKGROUND: THE UK LAGER MARKET
The UK lager market is a huge and highly competitive one, valued at approximately 4 billion in 1987 and with around 70 brands spending 65 million in advertising.
It is different from most branded markets in that the Brewers own the majority of the on-licences and therefore control...