Budweiser Select
Katie Maltais
Advertising and Promotion
Personal Paper 2
Budweiser Select
With alcohol advertisements filled with half naked women selling sex, their target market is limited to testosterone driven men looking for a good time. With this limited market beer companies are stained with a lackluster name. With men being the target for most advertising, appealing to women is a challenge, one that most beer companies tried to answer with light beers. Along with not appealing to women, most light beers have been given the reputation of being cheap and lacking quality. Budweiser came up with a beer that not only tackles the weight issue, but was given a superior standing among light beers. Budweiser opened many doors to different markets with the creation of Budweiser Select, a low calorie premium beer, along with creating a new lifestyle to beer drinkers.
In the past beer advertisements have been funny, sexy, or creative, capturing a youthful market looking for the beer that will best fit their lifestyle. However a growing trend in calorie counting has become a huge issue for companies like Anheuser-Busch. In 2005 Budweiser focused marketing efforts on new trends such as the low calorie phenomenon (Korolishin). However, Budweiser did not want to just create another low calorie beer, because that’s what Bud Light was for. Instead they created a beer with no after taste. The result of the Miller company’s sudden surge of the share by claiming Miller light had less calories than Bud Light, the creation of Budweiser Select became known to the public through an add run in the 2005 Super Bowl. Later that month it was released to the public. However Budweiser didn’t want to advertise that Bud Select was a lower calorie beer, they wanted to emphasize the quality of it, leaving it out of competition with Bud light, still the number one selling beer. (Budweiser Select)
Step up to Select, the tag line that follows an innovative alcohol drink, sets Budweiser Select
Advertising and Promotion
Personal Paper 2
Budweiser Select
With alcohol advertisements filled with half naked women selling sex, their target market is limited to testosterone driven men looking for a good time. With this limited market beer companies are stained with a lackluster name. With men being the target for most advertising, appealing to women is a challenge, one that most beer companies tried to answer with light beers. Along with not appealing to women, most light beers have been given the reputation of being cheap and lacking quality. Budweiser came up with a beer that not only tackles the weight issue, but was given a superior standing among light beers. Budweiser opened many doors to different markets with the creation of Budweiser Select, a low calorie premium beer, along with creating a new lifestyle to beer drinkers.
In the past beer advertisements have been funny, sexy, or creative, capturing a youthful market looking for the beer that will best fit their lifestyle. However a growing trend in calorie counting has become a huge issue for companies like Anheuser-Busch. In 2005 Budweiser focused marketing efforts on new trends such as the low calorie phenomenon (Korolishin). However, Budweiser did not want to just create another low calorie beer, because that’s what Bud Light was for. Instead they created a beer with no after taste. The result of the Miller company’s sudden surge of the share by claiming Miller light had less calories than Bud Light, the creation of Budweiser Select became known to the public through an add run in the 2005 Super Bowl. Later that month it was released to the public. However Budweiser didn’t want to advertise that Bud Select was a lower calorie beer, they wanted to emphasize the quality of it, leaving it out of competition with Bud light, still the number one selling beer. (Budweiser Select)
Step up to Select, the tag line that follows an innovative alcohol drink, sets Budweiser Select
Cited: "Budweiser select—all things to all people?". Modern Brewery Age. March 7, 2005. FindArticles.com. 07 May. 2008. http://findarticles.com/p/articles/mi_m3469/is_10_56/ai_n13597672 (Budweiser Select) Korolishin, Korolishin, Jennifer . "2005 Beverage advertising preview.(Marketing)." Beverage Industry 01-JAN-05 1-2 . (Korolishin ) NIELSEN BUSINESS MEDIA, Inc. , "Budweiser Select New Package ." 05/05/2008 . (NIELSEN )