Repositioning Budweiser to Women

The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch

Anheuser-Busch “is among the global company’s largest and most technologically capable breweries” (About, n.d.). On Anheuser-busch.com, you can find a lot of information about the company and their products. The headquarters of Anheuser Busch is located at One Busch Place St. Louis, MO 63118 (About, n.d.). The most known beer families that they produce are the Budweiser and bud light Family. There are numerous brands that Anheuser-Busch produces aside from Budweiser and Bud light. Initial searching for Bud Light Company because most of my family is enthralled by this beer, and upon further researching the beer brand, it was surprising to find that it was actually owned and manufactured by another company, Anheuser-Busch, that also manufactured

Budweiser is one of the best-known brands of beer in America. Their ads and commercials have always been known for being humorous and entertaining. Millions of people look forward to seeing the Super Bowl half-time commercials mostly because of Budweiser’s notorious commercials. Budweiser takes advantage of its reputation and makes commercials that are witty and fun for people to watch. They incorporate humor and a certain kind of sex appeal into their ads to sell their beer to men and send the message that there is nothing more pleasing in life than drinking Budweiser.

Using clever and borderline juvenile material Bud Light has seen much success in their targeted consumers in American males of the ages 18-49. With great success we believe Bud Light has the potential to increase its reach and share by advancing marketing opportunities to females and exploiting their other product lines. In doing so Bud Light must take a different approach from its perceived masculinity to an all-around and more suitable approach to our female audience.

The company wants people to know that your “Best Buds” or your best friends, will always be there for you in times of trouble, or, perhaps, when a wolf is trying to kill you. Using animals is a very strategic way to appeal to almost everyone. Using baby animals, like the puppy, is even better. Budweiser doesn’t mention beer once during this whole advertisement which actually assists the effectiveness instead of hurting it. If they would’ve shown the owner drinking beer while his puppy was gone it would’ve unintentionally associated alcohol with sadness. Even if people DO drink alcohol or even Budweiser when they are in emotional distress, showing it during this commercial could’ve quite possibly had a very negative impact with the audience, maybe even affecting them subconsciously. Instead, Budweiser creates an innocent story about a puppy with absolutely nothing to do with beer. Perhaps this may cause the audience to associate this particular alcohol with innocence or harmlessness.

They try to play sexual emotions in advertisement. They show an attractive woman and a bottle of beer. They try and make it seem that if you drink their product that you can get this type woman. Also they try and use the emotions of the females talking about how a decent looking woman can become very attractive It also seems to draw onto girls that have a lower self esteem. Showing that you will become a much happier person if you are good looking and dressed very sexually, than if you are not the best of looking person.

In the vast majority of advertisements, beer is positioned as an alcoholic beverage for men, and more specifically, heterosexual men. Oftentimes, beer commercials seem as though they are selling “testosterone juice.” The commercials look like a hop-fueled fraternity parties replete with sexually objectified women. Pitchmen include the “most interesting man in the world,” male sports celebrities and every day “bros.” The most gender-balanced beer commercials are parties on beaches where women are guests, but not portrayed as the primary consumers of beer. Recently, Amy Schumer, alongside Seth Rogen, broke the glass ceiling by serving as the spokesperson for Bud Light Beer. But what about other marginalized groups? Earlier this year, Heineken released a commercial for Heineken Light featuring openly gay actor Neal Patrick Harris. Heineken Light’s “Neil Patrick Harris & the Grill Master” both reflects and resists hegemonic norms of sexuality through the juxtaposition of the two actors’ characterizations. Neil Patrick Harris represents homosexual men in a way that does not reflect or reinforce gay stereotypes. His sexuality is not made obvious through his behavior, as his lines are served in a deadpan manner. Instead, his gayness is revealed through the sexual innuendo in his dialogue. On the other hand, the “grill master” is the picture of heterosexual masculinity, both in his grilling and his subtle fear of homosexuality. Overall, the commercial is representative of the divide

An alcohol ad is very capable doing many things to people starting from the ages whenthey start to feel rebellious. The ad can hide many lies that help convince people to startdrinking. Things on the ad say that drinking can be fun, that it is good(healthy) for you, andcould help quench the thirst, as well as many other benefits. My opinion on this is that alcoholads should not be allowed to be shown around areas where there are people under the minimumrequirement of the drinking age.Right out, you can see that the people in this certain ad are “having fun”. At the sametime, the words on the ad helps reinforce the thought that it is fun to drink Bud Light, which is atype of beer. The picture on the ad hints at the idea that males would get more girls or have morefun while drinking Bud Light, encouraging them

This is suggesting that she has already fallen into the lifestyle of an alcoholic. She is minimizing her life’s problems. She is also directly implying that she still doesn’t want to conform to the normal girls in beer ads. She is representing herself as a different person in the ad but still glorifying the same concept. Which this concept being if you drink this beer you will…

Aware that the Clydesdales are a trade mark of Anheuser-Busch/ Budweiser one could assume that the commercial is aimed at people over the legal drinking age of 21 or even those under 21 that are interested in drinking beer, trying to establish a brand preference early. A secondary perspective for this commercial is that it is aimed at men with the fact that it is televised during half time of the Super Bowl, a sport that is primarily watched by men. Additionally, the audience could be women, taken from the use of the puppy and playing on the emotional side of the commercial. Overall, the sponsor, Anheuser Busch has done an amazing job of selecting a broad market for the commercial, using multiple elements to attract as much attention to their product as can be gained from one

If it wasn’t apparent the ad was targeted towards men, it becomes clear at this moment. The women cease to seem human and transform into object that seem to be putting on a show. The ad has quickly veered away from any relevance to the beer itself an instead uses the objectification of women to sell the ad. Sitting at a pool in impossibly revealing outfits the women argue over the calorie count and how non filling the beer is, because there’s no such thing as too skinny right? Even these models are still counting calories as if to make a statement that all women should be. This kind of objectification and unattainable image of women is damaging to the self esteem of normal woman and heightens the expectation of men. Not many real women wear low cut shirts and have the perfect body and beautiful underwear, it unrealistic and causes women to feel inadequate. This feeling acts itself as an oppressing force to women, causing them to never fell good enough or confident with themselves. Not only that but this paints the picture that these two women in the pool only exist for men’s

Bud Light’s appeal to audience is directed almost exclusively to men and party goers age 21 to late twenties or early thirties. One commercial begins with a close up of the bud light label on the bottle before switching to footage from a hidden camera (as it is

Target audience: The commercial is targeted both male and female beer drinkers with decent income (because they can afford to travel to nice beach). They have the need to chuck away worries to live the moment. The commercial is also targeted the critical, peak beer-drinking summer season.

The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60. The advert seeks to get a cheap laugh from the target audience with the image of the woman in a sexual pose and the picture of the beer. The ad promotes the idea that beer is the most

In the marketer’s eyes, in order to attract people’s attention on what they want is to first segregate the commercial in to which type of person the product is going to be sold to, then break it down in an obvious way – showing major differences in the general public’s interests, sorting ‘the consumer’ down to a more focused group of people; as if one were looking past a continuous stream of red squares, then notice’s a blue square, he or she will notice the blue square standing out from the red squares; the blue square being the advertisement that fits to that person’s personality. For example if there was a commercial for a truck produced by a typical American organization, the advertisement shows masculinity and manliness in extensive ways, with mud, heavy weights, and other things. With a Victoria’s Secret advertisement, the milieu is very sensual and scandalous, showing light colors such as pink or white, all while having a soft, fluffy tone to it. There is no escape in gender roles and profiling when it comes to marketing; people who want to sell their product will use the most effective means necessary, no matter if it is morally sound or not . If companies were to have general broadened commercials, then summarize a product and ends up not narrowing down to specific consumer needs, then in most cases it would not interest the customer and could quite possibly render the purpose utterly useless.