Click here to read Grupo Modelo's complaint against Constellaltion Brands over 2010 marketing expenditures.
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Tuesday, February 09 2010
Clydesdales Make Cut
Predictable, but shrewdly handled. AB altered its planned lineup of Super Bowl ads to include a Bud spot with the Clydesdales after consumers balked at leaving them out. To make room, AB scrapped one spot for Bud Light and one for Bud. Threatened benching of beloved Clydesdales actually brought more attention to AB's ad's and over 3,000 folks left comments on Bud's Facebook that they preferred Clydesdale spot air vs 2 other Bud ads. Decision got thumbs up from consultant Bump Williams who told St Lou Post Dispatch: "A Super Bowl is not a Super Bowl…without the Clydesdales."
Meanwhile, AB also got kudos from TheDailyBeast.com which reviewed 235 Super Bowl ads from past yrs "to come up with 15 that actually made people buy stuff." AB ads made up 7 of those 15. "The best scoring ads always tell a story with a beginning and an end, and a climax, and that's what your see in the Budweiser ads," said Glen Kessler, prexy/ceo of HCD Research. And just yesterday former AB brand veep Bob Lachky spoke to Webster Univ about AB's run of successful ads. "I will never forget Mr. Busch telling me 'We've got to make our brands famous," Bob said.
Dec Taxpaids Off 1%; 12-Mo Final: -1.2%
Not exactly holiday cheer, but domestic brewers' taxpaid shipments off "just" 125,000 bbls, 1% in Dec, estimates Lester Jones of Beer Inst. That followed 3-5% dropoffs each mo Aug thru Nov and Dec 08 was tuff comp, +3.5%. For 12 mos, taxpaids off 2.2 mil bbls, 1.2%. But imports down 2.7 mil bbls, 10% thru Nov. So US shipments drop for yr dangerously close to down 5 mil bbls, 2.3%. Dec imports due in a few weeks.
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