Sexy? The newly designed Budweiser can: image via gothamist.com Bud has fallen 204 slots down to number 220 in consumer loyalty among
America's top brands during the last quarter century. But a big new
campaign - not a new taste, but some new marketing efforts and a newly
designed can geared toward attracting young, but legal-age, drinkers -
is underway for Budweiser beer.
Even though Anheuser-Busch's Bud Light and original Budweiser have maintained number 1 and 2 of the U.S. beer market, Bud's share of that market has fallen from 26 percent in 1988 to 9.3 percent in 2010. Much of that market has been tempted away by the huge variety of American beers, many from small local breweries, and by trendy shifts in the 'poor man's,' 'plain folk' or 'hipsters' beer," now favoring Pabst Blue Ribbon (PBR).
Will hipsters be swayed by Budweiser's newest can?
Personally, I think the beer can design of the 40's is more hip!
The second of 12 Budweiser beer cans marketed during World War II: image via wikipedia.org
Here, the evolution of the Budweiser can, 12 of them since 1936...
Bud's beer can evolution since 1936: image via jacksonville.com
Maybe some hipsters will switch from PBR during the Budweiser National Happy Hour on September 29, 2011, when free samples of Bud will be out and about in city saloons. If not, there's a rumoured Bud Facebook campaign coming out for those turning 22 to get free Buds on their birthdays....
Fortunately, Bud has a big worldwide campaign underway as well. Because it may have to wait another 10 years to undermine the roots that PBR has made for itself among today's hipsters.
sources: Florida Times Union, Gothamist, Wikipedia