Budweiser Fan Brew
Anomaly
Section I — Basic information
Business Results Period (Consecutive Months): Month of March, 2012
Start of Advertising/Communication Effort: March 1, 2012
Base Period as a Benchmark: March 2011
Section II — Situation analysis
a) Overall Assessment
In 2010 Budweiser had identified hockey as a key strategic priority and was ready to win with consumers, armed with the NHL sponsorship forming a part of this plan. However, in 2011, after a single year of being the lead Labatt brand for the NHL sponsorship, Labatt found itself outbid for the Canadian NHL league sponsorship rights...