MEDIA CASE STUDY: BUD ICE

The Brief

Anheuser-Busch has marketed Bud Ice as a ’party beer’ since its launch

in 1996. Through sponsoring dance event Cream Fields and snowboard

competitions, the brand has raised its profile in the eyes of young

party-goers.

James Lousada, marketing director, was looking for opportunities to link

Bud Ice with its target market.

The Campaign

The London Transport deal came about as a result of an approach by TDI,

which sells the ads on London Transport sites.

For pounds 250,000 (pounds 25,000 more than last year’s deal with

Nicorette), Anheuser-Busch was offered 5500 Tube posters, including 75

of the 48-sheet cross-track sites, 600 bus sides, 11,000 bus interior

ads and 1350 bus shelter six-sheets.

The brand will also receive coverage on 330,000 information booklets

about holiday season transport. This should mean that between one and

two million travellers will see Bud Ice ads over the festive period.

Most crucially for PR coverage from local radio and TV stations,

consumers are offered free travel on bus and Tube on New Year’s Eve

funded by Bud Ice.

The deal lasts a month, with posters going up this week. Bud’s agency,

BMP DDB, has created ads featuring the insects which have already

starred in TV and press ads for the brand.

The Result

Research from TDI shows that consumers understand the nature of this

sponsorship better than most deals. ’They know that if Bud Ice hadn’t

paid for this deal, they wouldn’t be travelling for free,’ says Mike

Baker, TDI marketing director. A poll after last New Year’s Eve showed

that 89% of people enjoyed New Year more knowing that they could get

home without paying.

However, the potential success of Bud Ice’s deal was dealt a blow last

week when rail union RMT called a New Year’s Eve strike.

The strike may be called off, but if it goes ahead it casts doubt over

whether Anheuser-Busch will want to proceed with the sponsorship. All of

which goes to show that there’s always something which can go wrong with

an apparently perfect deal.

Client: Bud Ice

Campaign: Posters/sponsorship, including free travel on New Year’s Eve

Timescale: Until New Year’s Day, (strike permitting)

Budget: pounds 250,000

This article was first published on Marketing