Budweiser Fan Brew

Beer brand Budweiser was competing with long-standing National Hockey League sponsor Molson for a share of the Canadian beer market and brand association with hockey.

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...

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