Budweiser's Reach for a New Image

The Budweiser beer brand, one of the most iconic brand names in the world, is quietly trying to reach an audience that does not hold the brand in high regard. Now you may ask why a brand with over 50% of the US market share would want to adjust its image. It’s simple, yet it is something that is even very surprising and even shocking to many people. In the Gen. X and Gen. Y metropolitan bar and night club scenes, drinking or, holding or even standing next to a Budweiser is completely unacceptable. Not only is it unacceptable, of all the brands out there, it is the only one that falls in the category of completely unacceptable to this audience.

How did this happen? Simple. The brand conjures up two images; first, it has a very strong attachment to the 80’s when the brand was at its peak, giving it an outdated feel today, a big turnoff to anyone wanting to be perceived as on the edge. Second, and most importantly, its big time blue collar image that comes with its association with NASCAR and Dale Earnhardt Jr. To put it bluntly the brand has become “redneck” and is therefore completely at odds with those in the young metropolitan social scene. When you meet someone, the brand of beer often alludes to the personality of the one holding it. For example:
Corona = Friendly, laid back
Miller Light = Regular Joe
Heineken = Confident, worldly
Pabst Blue Ribbon = Rowdy, fun loving

Oddly enough the redneck image really seems to apply to the Budweiser or “Bud” brand and not as much to its Bud Light brand. It’s also interesting to note that the product itself is not necessarily perceived to be inferior, it’s only the personality associated with the label that is the problem. Well, Budweiser apparently has come to realize this and is taking steps make up for it with its new Budweiser Select brand advertising. Budweiser Select was originally rolled out about a year ago to compete in the low carb battle between Miller Light and its sister brand Michelob Ultra; however, they apparently have shifted their focus into becoming the brand of choice for the metropolitan 20 and 30 somethings. Their new ad campaign for Budweiser Select using slick imagery and set to the Chemical Brother’s Galvanize (see the TV spots Here and Here) is clearly trying to reach out to that audience and essentially ask that audience for acceptance.

The real question is will it actually work? My personal opinion is that Budweiser Select will find success and gain market share with this audience, but it will take time and a whole lot of focus from the brand manager. The brand must continue to push this slick, club, metropolitan image through its advertising and push promotional opportunities in the large city nightclubs I feel that because Bud Light managed to escape the Budweiser Image that beer drinkers are open minded when it comes to line extensions. The Budweiser brand itself will not or should not change its brand personality, the brand has a very large and very loyal audience in place and the blue collar image should be embraced with this group.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc. and can be reached at: jcrocker@martinbranding.com