InBev USA: Grab A Rock campaign
Mark LaneOVERVIEW
NOTE: Also see essay for Labatt USA.
After years of outperforming other beers in its category, the Latrobe Brewing Company's Rolling Rock, then owned by Labatt USA (a division of Belgium's Interbrew that became known as InBev USA following the parent company's 2004 merger with AmBev), set out in 2002 to reverse the previous year's sales decline. Rolling Rock's recipe for success had included a positioning based on the brand's perceived authenticity and quirkiness as well as a push to capture the loyalty of entry-age drinkers. Building on the success of...