Agency: PALM Arnold Communications | Authors: Stéphane Boulay, Sophie Hénault, Ann Bouthillier, Marie-Hélène Rivard, Frédérique Delagrave, Nicolas Dubé, Daniel Poirier, Éric Chavagnac, Sylvie Chartré and Claudette Valois |
Budweiser (Québec): 1994–2004
EXECUTIVE SUMMARY
Business Results Period: 1994–2004.Start of Advertising/Communications Effort: 1994.Base Period for Comparison: Historical.
To say that the beer market is competitive is an understatement. In 1995, a year after this case history begins, Budweiser was battling with 99 different brands. Ten years later, consumers had 230 beers to choose from.
By 2004,...