michael luu missy hangartner

Michael LuuMissy Hangartner

BackgroundFounded by Adolphus BuschIntroduced Americans to the taste of the Bohemian Lager in 1876In 2008 Anheuser-Busch Inc. was the leading domestic brewer, holding a 50.9 percent share of U.S. beer salesVariety of different brands (Budweiser, Bud, Busch, Michelob, many more)Been partners with FIFA since 1986First to sign an extension as a World Cup sponsor from 2007-2014

World Cup Campaign FIFA World cup is the most internationally watched sporting

event Variety of ads with a soccer theme Wanted to use World Cup to turn Budweiser into the “Coke of

Beers” Produced an internet reality show called “Bud House”

consisting of a fan from each of the 32 qualifying teams under one roof during the FIFA World Cup

Ads

The “Swap” Their take on the

traditional jersey exchange after matches

The “Penalty Kick”

Was it Successful?

4.1% sales increase in second quarter World Cup helped boost net profit by 7.5% In the UK, beer volume sales grew 18.6% in the

quarter. Budweiser volumes increased by 70%. Over 800,000+ fans who “Liked” their World Cup

Facebook page, Bud United

Class Relevance

Positioned themselves effectively Humor approach Generates interest Advantage by being first sponsor to resign for

events from 2007-2014

Sources

http://www.prnewswire.co.uk/cgi/news/release?id=169472 http://www.marketingweek.co.uk/sectors/food-and-drink/alcohol/ab-inbe

v-sees-budweiser-world-cup-boost/3017015.article http://www.budweiser.com/en/world-of-budweiser/world-cup/default.as

px#/en/world-of-budweiser/world-cup/budweiser-and-the-world-cup http://www.clickz.

com/clickz/news/1721770/budweisers-global-world-cup-campaign-rooted-social-media

http://js.fifa.com/worldcup/organisation/media/newsid=104026/index.html

http://www.bizjournals.com/stlouis/stories/2008/04/21/daily42.html