CAMPAIGNS: GCI fashions US-UK bonds to promote B - Consumer pr

Anheuser-Busch is most famous for Budweiser lager, the UK’s best-selling premium packaged lager. Although Budweiser currently has a 33 per cent market share, Anheuser-Busch wanted to increase its penetration of the market.

Anheuser-Busch is most famous for Budweiser lager, the UK’s

best-selling premium packaged lager. Although Budweiser currently has a

33 per cent market share, Anheuser-Busch wanted to increase its

penetration of the market.



Objectives



To promote Budweiser, through sponsorship, to style leaders and males

aged 18 to 24 to encourage them to reassess the brand. To create a sense

of excitement around the brand name.



Strategy and Plan



Taking into account Budweiser’s US history and the target UK audience,

GCI developed a central theme to the campaign: the ’cultural synergy’

that exists between the US and UK.



In celebrating this relationship, GCI aimed to promote Budweiser as a

contemporary, cutting-edge brand name.



GCI developed three aspects to the central theme: film, music and

design.



Under the umbrella logo of B, each of these elements was developed into

individual events. Since sponsorship was to be the main vehicle for

achieving the aims, establishing these media partners was a key

strategy. This involved targeting the appropriate style leaders while

maintaining a high media profile.



The results were ’B Reel’ for film, produced in conjunction with the

BFI, ’B-Side’ for music, in partnership with music mag Sleaze Nation,

and ’Exhibit B’ for design, supported by i-D magazine.



The ’B Reel’ and ’B-Side’ promotions took place in several different

cities, bringing B closer to local audiences.



’B Reel,’ a film festival celebrating the best of American and British

crime films, took place in 7 cities, including Nottingham, Edinburgh,

Glasgow and Manchester. ’B-Side’ explored the relationship between US

and UK progressive dance music by holding live events in Glasgow,

Manchester and London.



The events were spaced out to increase the longevity of the

campaign.



This method also served to refamiliarise the target audience with the

Budweiser brand name, while also proving its relevance.



Measurement and Evaluation



Attendance at both ’B Reel’ and ’B-Side’ (’Exhibit B’ is yet to run)

exceeded all expectations, as did the extent of the media coverage.



Both the Guardian and the Observer provided extensive coverage of ’B

Reel,’ ensuring widespread publicity of both Budweiser and the B

logo.



It was also covered by newspapers including the Glasgow Evening Times,

and the Scotsman.



The production of a special issue of Sleaze Nation, entitled SN

Transatlantic, also ensured B’s message was brought to the attention of

its target audience, as did regular pieces in i-D.



The Independent and the Observer are also expected to cover ’Exhibit B’,

which launches this month.



Results



The events held so far have proved successful, providing an excellent

vehicle with which to promote B. The genres of film, music and design

were aptly chosen as a means of attracting the target audience. Media

response also exceeded expected levels. Anheuser-Busch will be

continuing with the programme in 2000.



Client: Anheuser-Busch

PR Team: GCI

Campaign: B

Timescale: April - Nov 1999

Budget: Part of pounds 30 million UK marketing spend for 1999



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