Anheuser-Busch Companies: Genuine Bud Man campaign (1986-1991)

On December 8, 1986, the Anheuser-Busch Companies launched a new Budweiser campaign under the theme "Genuine Bud Man," created by the brand's long-standing ad agency, D'Arcy Masius Benton & Bowles (DMB&B) of St.

Anheuser-Busch Companies: Genuine Bud Man campaign

William D. Baue

Overview

On December 8, 1986, the Anheuser-Busch Companies launched a new Budweiser campaign under the theme "Genuine Bud Man," created by the brand's long-standing ad agency, D'Arcy Masius Benton & Bowles (DMB&B) of St. Louis. The title picked up on advertising dating back to the late 1960s, when a caped, masked cartoon character named Bud Man (in the spirit of Batman and Superman) was created. Though the new campaign tied in obliquely to the equity of the cartoon name, the campaign itself stood alone, featuring "young men in this series of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands