Anheuser-Busch Companies, Inc.: I Love You, Man campaign

In the mid-1990s, alcohol consumption amongst key U.S. consumers aged 21 to 30 declined and Bud Light was particularly affected.

Anheuser-Busch Companies, Inc.: I Love You, Man campaign

Rebecca Stanfel

OVERVIEW

Anheuser-Busch Companies, the largest beer maker in the world, introduced Bud Light to its product line in 1982. In those days the light beer market was relatively young and was dominated by Miller Lite, a beer made by Anheuser-Busch's main competitor, the Miller Brewing Company. "Light" beers are so named because they contain fewer calories (and less alcohol) than "regular" beer. To create a market niche for its new product, Anheuser-Busch relied heavily on creative advertising campaigns to generate consumer awareness about its new brand and to alter the...

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