Purpose, product, passion: How Anheuser-Busch InBev leverages the "3Ps"

Stephen Whiteside

Anheuser-Busch InBev, the brewing giant, has crafted a marketing strategy that places meaningful experiences and cultural connection at the heart of its strategy.

Budweiser is the "King of Beers" when it comes to crafting TV ads with mass-market appeal – whether these spots involve Clydesdale horses, ribbiting frogs, or sports fans simply asking, "Wassup?"

"We were masters of advertising in the 1980s [and] the 1990s," Jodi Harris, VP/Consumer Insights USA at Anheuser-Busch InBev, the owner of Budweiser. "But people don't watch the TV the same way they did before. Logos on sports arenas and on cups are becoming wallpaper."

Jodi Harris, VP/Consumer Insights USA at Anheuser-Busch InBev

Addressing an audience at a gathering held by Kantar Millward Brown, a market-research network owned by...

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