The launch of Bud Ice: How advertising helped strengthen rather than dilute the Budweiser brand

Matt Willifer and Les Binet

This 1998 paper demonstrates that Anheuser-Busch's launch of Bud Ice in the summer of 1996 did the opposite of diluting the brand - supported by appropriate advertising it became a success in its own right, but also had a positive effect on the sales of its parent.
Agency: BMP DDBAuthors: Matt Willifer and Les Binet

The launch of Bud Ice – how advertising helped strengthen rather than dilute the Budweiser brand

BACKGROUND

Introduction

When Anheuser-Busch launched Bud Ice in the summer of 1996, Budweiser, for the first time in the UK, became a 'stretched' brand.

It is sometimes feared that such a launch can dilute the main brand. This paper shows the opposite. It demonstrates that Bud Ice, when supported by appropriate advertising, not only was a major success in its own right, but also had a positive effect on its parent.

Market background...

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