Anheuser-Busch Companies, Inc.: Louie The Lizard campaign

Keeping a successful campaign fresh is difficult. It was a problem faced by U.S.

Anheuser-Busch Companies, Inc.: Louie The Lizard campaign

Rebecca Stanfel

OVERVIEW

In June 1997 Anheuser-Busch Companies introduced a multimedia national advertising campaign to bolster its Budweiser brand beer. Although Anheuser-Busch dominated the American beer market with a 45.3 percent market share and a diverse product line that included the beers Budweiser, Bud Light, Busch, Michelob, and numerous other brands, Budweiser's sales had begun to slip in the late 1980s. The company turned to its advertising agencies to seek a solution to Budweiser's problems through a revamped marketing image. After launching, in 1995, the highly successful "Frogs" campaign, which attempted to capture...

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