Competition (a touching moment of modesty)
The American brand Budweiser, created in 1876 is known nowadays as one of the most famous brand of beer. As an entire competitor of Heineken they want to be perceived as an international beverage that is sharing between friends in a convivial time. To insure this brand image they base their communication on three key points: fun, youth and share. We will see three concepts of communication that they realized.
Firstly, Budweiser has been known in the whole world after the famous “Whassup” campaign which won the advertising Grand prix du Festival de Cannes. On this advertising, Budweiser puts in scene some friends who phones to each other and show that they could do nothing, only drinking the famous Bud. Budweiser shows here that it is a product shared between friends and during fun moments, even when you are alone.
“Bud House”: concept during the Football worldcup 2010
During the Football World Cup 2010, Budweiser settled up a new game, a new concept that permit everybody to follow the 30 best consumers of the brand, locked in a house and watching the World Cup. As many reality show, the participants were followed 24 hours out of 24 hours during the whole competition. With this Budweiser wanted to show again that this beer is to share with friends and during nice and worldwide event.
Lastly, Budweiser launch a new advertising in Ireland that offers discount depending of the outside temperature. This is very original in a country where the beer is daily consumed and where other brands are already strongly presents.
Corona is one of the most famous beer in the world. Created in 1925 in Mexico, Corona is now sells in 170 countries and each year close to 40 million hectoliters are sold all around the world. Corona based is image on relaxation, holidays and farniente aspects.
The brand is also targeting young people but mainly in their holidays or relaxing moments. That distinguished this beer from Heineken or Budweiser more focused on funny moments sharing with friends.
As we see in the following video which sum up many advertising of the brand, Corona is a beer to be degusted in quiet and paradisiac places and offer to its consumer a great moment of pleasure, more than a product, Corona instant is an experience.