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Small Market Eyeballs a Major Theme in Budweiser’s Big Super Bowl Push

Anheuser-Busch InBev is reportedly big on its ads for the Super Bowl this Sunday and apparently, the big theme this year is going to be the company’s intention of grabbing more eyeballs in the smaller markets. It is believed that in this year’s commercials, legendary brands like Bud Light and Budweiser are going to be the points of focus.

Although the company has not revealed it’s actual budget, sources in the industry claim that Anheuser-Busch is going to spend around $50 million for commercials that are going to run for a total of 6 minutes. Anheuser-Busch is the world’s largest brewer and this year’s big push is also aimed at regaining the market share that it has lost to craft and imported beers. Last year they spent $42 million on Super Bowl commercials.

Speaking to Reuters, the head of sales at Anheuser-Busch, Brendan Whitworth noted that while the advertising campaigns would continue to be about the Pan-American appeal, the push for tailored advertising for specific cities is also very much in the agenda. It is a new strategy, and according to Whitworth, it has already started bearing fruit. He said, “The things we’ve started to work on this year, we’re starting to see real results. We’re looking forward to scaling up those localized programs even more.” The Super Bowl could well be the ultimate platform for such a push.

The scramble to grab eyeballs during the Super Bowl with memorable commercials is now as much a part of the experience as the game itself, and Budweiser has decided to use the memorable Clydesdale horses in its commercial this year. The commercial is also going to inform viewers that the beer is produced with the help of clean energy.

Having acquired SABMiller in a deal worth $100 billion, top-line growth has now become a priority for the company and the top executives at Anheuser-Busch believe that they are on course to stage a comeback in its bigger market, the United States. Although Budweiser and Bud Light still constitute 56% of the beer market in the United States, it was down from their combined market share of 60% back in 2013. In 2018 alone, the company’s market share in the United States dropped by 0.50%, and while it may not look like a large figure, it is something that must cause alarm inside the boardroom. An analyst at Bernstein Research in London stated that reversing the trend will take some time. He said, “It’s a supertanker, and it’s not going to turn on a six-pence. I think it’s going to be a slow journey.” 

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