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News

ORLANDO, FL: Anheuser-Busch InBev, the brewer, is developing a content model that works at high speed and delivers enhanced relevance, while also proving a cost effective means of reaching consumers.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Article

Anheuser-Busch InBev, the beer giant, has witnessed considerable success from tapping into the power of programmatic advertising.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Case Study

Stella Artois, the beer brand, used TV, digital, social media and an art installation to raise awareness of the global water crisis and the company's role in solving it.

Case Study

Beer maker Corona used Spotify's 'event targeting' tool to promote its new campaign and the Corona Capital Festival to the brand's consumers in Mexico.

Article

This event report looks at how brewer AB InBev approaches its content and entertainment strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

News

SYDNEY: Building an innovation culture at a large brand begins with hiring the right people, a senior executive at Anheuser-Busch InBev has said.

Research Paper

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.

Article

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Opinion

Mis-represented facts, blatant lies, dubious content – call it what you like but one thing is for sure: fake news is big news.

News

MEXICO CITY: Corona, the beer brand, is seeking to foster a sense of unity by leveraging the slogan "Let's Make America Great Again" as a springboard for a broad, inclusive message that extends well beyond the United States.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Case Study

This case study demonstrates how Corona, a Mexican beer brand, got itself noticed by Chinese consumers by tapping into Chinese culture.

Article

This article contrasts the most commonly held assumptions about brands from developing and emerging (D&E) markets with the reality.

Article

This article outlines the pros and cons of using copy testing to optimise a campaign, as well as a number of best practice guidelines.

Article

This event report outlines how Dos Equis, the beer brand, is planning to reach consumers by sponsoring the College Football Playoff on ESPN.

Article

This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.

Case Study

Beer brand Tecate challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.