Dive Brief:
- AB InBev named Marcel Marcondes as the new U.S. VP of marketing, according to reporting from Ad Age.
- Bud Light Q3 sales fell by single digits and its year to date market share is down 0.50 points, Ad Age previously reported
- Beer Marketer's Insights pointed out that AB InBev's latest move marks its fifth U.S. marketing VP in around nine years.
Dive Insight:
Like many older brands, Bud Light is looking to connect with younger, digitally savvy consumers. The sales slump and the turnover in marketing execs suggests the brand may be struggling to find a strategy that resonates.
One immediate change is Bud Light is dropping an ad campaign launched during the Super Bowl based around this year’s election cycle and featuring comedians Amy Schumer and Seth Rogen. A number of brands took a similar approach and tried to tie themselves to the expected excitement around the presidential election, a strategy that has proven beneficial in previous years. However, this may have been a misstep for brands for the current election cycle because a significant portion of Americans are not enthusiastic about either of the candidates.
Bud Light's latest marketing push is now focused on pro football logoed cans and Lady Gaga’s “dive bar tour.”
AB InBev has also been active in using mobile to promote Bud Light with efforts that include game day incentives at pro football stadiums and fantasy football promotions in conjunction with Twitter.
