Anheuser-Busch Companies, Inc.: Real American Heroes/Real Men Of Genius campaign

Mark Lane

This paper describes how the Budweiser brand image was updated to appeal to a new generation of beer drinkers.

Anheuser-Busch Companies, Inc.: Real American Heroes/Real Men Of Genius campaign

Mark Lane

OVERVIEW

Anheuser-Busch Companies, Inc., had the two best-selling beers in the United States in 2000 as well as more than double the market share of any competitor. The company's flagship brew, Budweiser, remained the country's most popular alcoholic beverage despite a decade-long decline in sales. Bud Light had meanwhile been making double-digit percentage gains in sales and was poised to overtake the "King of Beers," thanks to the growing consumer preference for reduced-calorie beer. Anheuser-Busch maintained its market dominance in part by consistently setting the standard for beer...

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