Anheuser-Busch has looked to one of its ad agencies, DDB, to create a Super Bowl spot aimed at the younger target. Let’s call them 21+. In this age of ceding control of the creative product to anyone who will listen, DDB has decided to enlist interns to come up with this spot, but that’s a topic for another day. AB’s goal of making Bud more relevant to the younger target, is a very good one.
Bud is getting killed–at least in the NY Metro area–in the 21-34 year old demo.
Have I dialed into Beverage Industry newsletters and trade pub data for this insight? Nope. I went to a Pearl Jam concert at the Meadowlands last year and while the beer lines were 40 feet long at the Guinness cart and the other domestic beer carts, Bud devotees could grab a quaff in seconds. It was unbelievable. It was like the Bud cart repelled people. Perhaps my email of this market research study-of-one got through the firewall to AB’s Bob Lachky.