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 areTwenty years ago, she explained, the predominant social values were based around "wealth, and power, and status." Shoppers today, by contrast, are driven by motivators like "life enrichment", "learning", "curiosity", and "discovery" – a transformation that has resulted in a preference for spending money on experiences rather than accumulating possessions.