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

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

Twenty 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.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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