Annheuser-Busch Inbev has a huge advertising presence, and probably the biggest is the sports marketing division which creates commercials for the Super Bowl and other sporting events, such as horse racing and motor sports like NASCAR. When Annheuser Busch needs to launch it's new brew, it would buy national ads for a certain time and channel depending on what audience it is targeting. For example they bought about 11 commercials for the show "Saturday Night Live" to launch their new brew Bud Light Golden Wheat. Music and entertainment has been used to promote the wheat flavored version of the Bud light brand and it's also sponsoring the musical segment on ABC talk show "Jimmy Kimmel Live". Annheuser-Busch is banking on the success of different versions of the top selling Bud Light brand, which normally have a higher price. So far beer sales have been flat this year as customers cut back on spending.
They are constantly looking for ways to reach consumers, and if consumers think they are watching a commercial they just wont buy it. Since Tim Athans came in I have paid close attention to the Bud Light commercials and other advertising and what I have noticed is they try to make it as authentic as possible, not letting it look like they are selling something. However, shortly after when I made a trip to the store or the bar, I at least thought about purchasing a Bud Light even if I did stick with my preferred brand. It really is fascinating the hidden power of psychology that goes behind the commercials and all the rest of the advertising.
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