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Advertising Age
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A-B just can't quit Bud Select; Brand is tanking fast, but brewer has invested too much to simply ax it.
Publication:
Advertising Age
Publication Date: 19-MAR-07 |
Format: Online
Delivery: Immediate Online Access |
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Full Article Title: A-B just can't quit Bud Select; Brand is tanking fast, but brewer has invested too much to simply ax it.(News)(Anheuser-Busch Companies Inc.) |
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Article Excerpt
Byline: JEREMY MULLMAN
jmullman@adage.com
What's a marketer to do if a major product launch falls flat despite all the advantages: the pedigree of the category's leading player, an unbeatable distribution system, clever advertising and a massive $170 million, two-year media outlay? In the case of Anheuser-Busch, it's more a question of what you don't do: walk away.
Sales of Budweiser Select have tanked in supermarkets and convenience stores, tumbling about 20% so far this year, according to data from ACNielsen and Information Resources Inc. That follows overall sales declines in the mid- to high teens during the...
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