BRAND!T Marketing Targeting the right message at the right time.

Case Study: "Es Para Usted... Budweiser"

Budweiser's share of the Hispanic market was trailing considerably behind that of Miller High Life. Though none of the major brewers employed a very active marketing effort against the Spanish speaking beer drinker, the Hispanic drinker gravitated to Miller High Life. This was in great part because of High Life's packaging, clear bottle with black and gold label, plus its history as the aspirational "Champagne of Bottled Beers" positioning. Conversely, Bud's "King of Beers" claim did not translate at all, given the feminine gender of cerveza in Spanish.

Work Plan
A broad analysis of the Hispanic market was conducted which included an examination of the cultural nuances and diversity within the segment. Bedsides not being competitive in the Hispanic market segment, Budweiser was beginning to recognize the increasing importance of the fast-growing Hispanic market, not overlooking the younger skew to the population, so important because beer consumption drops as a drinker ages. Thus the first-ever full blown, integrated marketing initiative for any beer brand was launched for the Bud brand.

Solution
The overall strategy was to appeal to the heart of the Hispanic-American market, family and community. While the national umbrella effort remained close to Budweiser's general market "Work-Reward" positioning, now the brand "reward" recognized the beer drinkers' accomplishments as a member of a family and member of the community. The advertising slogan, "This Bud's For You" became "Es Para Usted… Budweiser" and was used both nationally and at the local level.

Most importantly, the diversity within the Hispanic market was recognized and great care was taken to be sensitive to the various national-origin differences represented, Cuban in Florida, Puerto Rican in New York, Mexican in Texas and California and various Central and South American in Chicago. Specific promotions, advertising, events, POP materials and media plans were tailored to each market. Media included local television, radio, transit and outdoor. To build a relationship with the community local events received a significant portion of the budget in recognition of the important role these gatherings played in the lives of the target audience.

To raise the Bud brand's profile and to exhibit an additional commitment and interest in this important segment, a national media effort was initiated through the first ever major national beer brand buy on the Spanish International Network (now Univision). On SIN, programming included typical beer drinker favorites, baseball, boxing and soccer, including The World Cup.

Result
The reaction in the marketplace was phenomenal, with greatest credit given to the care taken to relate to the diversity of national origin within the Hispanic community. After just six months share gains began surfacing in all markets. Over the next two years, from market to market, Budweiser continued to gain share and momentum and eventually reigned supreme as market share leader. Of particular note was Budweiser's share in the huge California market where the brand grew from a respectable 29 share points to in excess of 50 percent share of market.

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