Having lived in St. Louis most of my life, I have grown up with Anheuser Busch. Here in the Lou, we call it A-B. We are still not ready to say “In-Bev”. It hurts too much.
As a marketing executive, I have marveled at the brand and its seeming integration with every facet of my life. The brand is EVERYWHERE. Lighted signs in every neighborhood bar. Billboards. TV spots. Empty cans blowing down the alley.
I live in Benton Park, which is across the highway from the brewing facility in downtown St. Louis. Oftentimes I walk out of my house to smell the beer brewing. It smells like potato soup in the early stages, which gives the neighborhood a homey feeling.
Not being content with domination of traditional and out-of-home media, the marketing brain trust at A-B is ahead of the curve in immortalizing the Budweiser breand in customized entertainment content. A reality show no less!
Enjoy the following article while you grab a Bud.
-Beverly Nation, President of Hollywood Branding
Budweiser invests in branded entertainment to rebuild brand awareness
Published on December 14, 2011 by David Castillo
Budweiser is venturing into reality television to try to revive its brand image. The Anheuser-Busch-owned product will be backing a game show, “Bud United present: The Big Time.”
The reality show will feature amateurs competing in different events, including sports, music, and cooking. The winner of each segment will get a chance to meet a celebrity in their field. For instance, music winners can get to perform with Lady Gaga and Sting.
While there will be no beer drinking in the show, there will be product placements all over its episodes. The branded entertainment project aims to build brand awareness.
“Bud United present: The Big Time” will air Saturdays in ABC beginning January next year.
