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Coors Light

Bud Light

-4.2 % light beer

-102 calories

-Introduced in 1978

-2012 slogan: "The World's Most Refreshing Beer"

-Target demographic: 21-early 30s

- 4.2 % American-style lager

- 110 calories

- Introduced nationally in 1982

- 2012 slogan: "The sure sign of a good time. Here we go."

-Target demographic: 21-early 30s

Fantasy Football League

-Hundreds of prizes

-Special codes on bottles

-Superbowl tickets

-Bud Light Football Tickets for Life promotion

Commercials

NFL Campaign

Commercials

Recycling Zones

Bud Light vs. Coors Light

-Interactive mobile campaign offer Coors Light consumers a chance to win instant and sweepstakes prizes such as a trip to the Super Bowl.

- Razorfish, the digital agency of record for Coors Light, developed the digital campaign to extend the beer brand’s Super Bowl presence and connect the brand with consumers prior to game day.

- Fans ages 21 and older the ability to “Snap, Send and Score” for a chance to win hundreds of prizes

-Help promote recycle awareness

-Detroit, Philadelphia, Washington D.C., Atlanta, Jacksonville, Miami, Houston, Kansas City, and San Francisco

-"Very Superstitious": rituals fans perform

-"My Bud Light"- Introduces Fantasy Football League

- Air commercials on ESPN, CBS, Fox and NFL Network.

Design

-Focuses on new, resealable bottle

-16-oz. Silver Bullet Aluminum Pint

-Cold-activated bottles: turn blue

-Silver Bullet Train-"speeds through the snow-capped Rockies to bring you cold Coors Light"

-Wide mouths, screw tops

-Facebook app: 3D image of bottle

Coors Light

Bud Light

Marketing Strategy

-Official sponsor of NFL

-"Year of the Fan"

-Team-branded cans

-Packaging that feels like actual football

-Deal with NFL worth $1.2 billion

-Mobile campaign

-Facebook app

-New, resealable bottle

-In 2011, Anheuser-Busch spent $456.2 million on measured media. 62% spent on sports.

-MillerCoors spent less than half that amount, spending 56% percent on sports.

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