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


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...

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