‘Free beer’ ad to boost Budweiser image amongst youngsters

WASHINGTON - Budweiser has kicked off a major ad strategy in order to boost sales and a hipper Bud image to younger beer drinkers over the next several weeks.

It will unleash its biggest-ever national free-sample effort in trendy bars and eateries.

The campaign begins Monday, with the slogan “Grab some Buds,” reports ABC News.

Bud unit sales were down 9 percent last year and are down the same this year; according to Beverage Marketing Corp.

Beer drinkers have lost loyalty to Bud for the past seven years, research firm Brand Keys reports.

As upscale consumers turn to craft beers, the price-conscious are trading down, and others switched to light beers, “It’s a triple whammy,” said Michael Bellas, CEO at Beverage Marketing.

Apart from the sampling test, Bud plans to partner with Facebook so folks turning age 22 and up can get a free beer on birthdays. It’s new ads air Saturday about anticipating good times with Bud.

Brand consultant Robert Passikoff doubts whether the brand will be able to pull it off.

“They’re in trouble because they don’t know how to talk to consumers. They no longer know how to create an emotional bond,” he said.

But Bellas says there’s a glimmer of hope for Bud. “It’s a beginning.” (ANI)