Budweiser: Sing It Again, Bud

Ian Sippitt

Discusses the campaign for Budweiser in the UK in 1987. The brand had been launched in 1984 in TVS/London, nationally rolled out in 1985, draught product launched in London, TVS and HTV in 1985-6.
Agency: McCormick PublicisAuthor: 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...

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