Bud ramps up UK activity with campaign on provenance

21 March, 2008

A major ad campaign for Budweiser is designed to highlight the US lager's "authenticity and provenance".

Ads with the strapline True Dedication will run on TV, in cinemas, outdoors and in the press from April, in one of the brand's first UK-specific campaigns.

To back up the message, brewer Anheuser-Busch is running a blind sampling campaign in the on-trade which it is hoping to adapt for the off-trade.

Brown bottles with mystery labels will be handed out to consumers, who can guess which lager it is

then text a number on the label for the answer - which comes with one of Bud's marketing messages.

A-B is also focusing on the trade, with education programmes and POS materials. Retailers can take advantage of consumer competitions to win one of 1,000 sets of six branded 33cl glasses or one of 5,000 Budweiser T-shirts through a texting mechanic, and can get hold of the T-shirts themselves and posters to promote the competitions at cash and carries.

The brewer is concentrating on smaller packs in a bid to maintain Bud's price point and avoid it being dragged into deep discounting wars. A-B has also developed special merchandising units for the multiple grocers.

"The campaign celebrates the dedication and devotion to quality that is inherent in everything we do," said Budweiser's UK marketing director Vicki Kipling. "You don't get great things by being cheap or taking the easy route."

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