Budweiser: Stand By You

Budweiser, a beer brand, launched an ad campaign that encouraged Americans to set aside their differences and help each other in order to reverse perceptions that it was too big a brand to be good.

Summary

Marketing Challenge: As Budweiser has grown from a family-owned, domestic company to an international conglomerate, it struggled to maintain its identity as a high-quality brand rooted in America. To reverse the growing perception that it was "too big to be good", Budweiser wanted to reconnect and engage Americans with a relevant message around pride while also highlighting their quality credentials. Knowing that Americans needed to hear a powerful message of unity, Budweiser created a communication strategy to raise awareness for an existing philanthropic program tied to recent, local disasters.

Methodology:ABI partnered with Ipsos to receive guidance—generated through...

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