Budweiser’s “Prohibition” Campaign
Notoriously popular for their standard alcoholic beverage, Budweiser has introduced their first non-alcoholic beer, Prohibition, and is testing out its likeness in a Canadian market. According to Kyle Norrington, Vice President of marketing for Labatt (who markets Budweiser in Canada), Canada was chosen due to their “ethnic and geographic diversity”.
It is well known that Canadians love beer, but marketing a non-alcoholic beer looks to be a great opportunity to grow the Budweiser name as more people are looking for alternatives to both sweet and alcoholic drinks. In order to market their non-beer, Budweiser launched a few different brand building campaigns to get the hype rolling. They began with taste tests at several different venues over the long Victoria Day weekend (the Canadian celebration of Queen Victoria’s Birthday). Also, the famous Budweiser Clydesdale horses were brought in to support the campaign by appearing on Canadian News morning shows, and showing face at a Toronto Blue Jays baseball game.
Marketing a new product to a consumer base may sometimes be a difficult task. When your business or company holds iconic figures such as the Clydesdale horses however, building a brand can be made a bit easier. Activ8 Media capitalizes on assets such as these, enabling businesses and individuals to witness their campaigns reach full potential.
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