Budweiser
BY: Marc Graziosi and Steve Remaley
TABLE OF CONTENTS:
1. Client profile.................................... 3 2. Creative Brief ................................... 4 3. Swot Analysis .................................... 6 4. Expanded Target Market............... 7 5. Mood Board ....................................... 8 6. Competitor Analysis ....................... 9 7. Style Guide.......................................... 10 8. Logo Design......................................... 11 9. Print Ad................................................ 12 10. Media/Merchandise ....................... 13
CLIENT PROFILE
Client: Budweiser Contact: Budweiser@gmail.com Phone: 809 787 2387 Prepared by: Stephen Remaley and Marc Graziosi Background/Overview: Anheuser-Busch Inc. is a strong and dominate brewing company that is a leader in the beer market. They are a company that is rooted in values, ethics, sheer determination. The Anheuser-Busch Companies Inc. traces its roots to 1852 and the Bavarian brewer in St. Louis, Missouri. Budweiser was introduced in 1876 and was the first national beer brand. Since 2008 Anheuser-Busch has been one of the worlds largest brewer and one of the top 5 consumer goods companies in the world. Budweiser use to be there main attraction, however since Anheuser-Busch has made a variety of other beers that have intrigued people it has put Budweiser in the shadows.
CREATIVE BRIEF
USP: Our unique selling point for this campaign is improving on Budweiser’s engagement and overall look. The Bud is Back campaign will use its old school appeal to reach new customers and further attract sport fans and beer drinkers across the country. Also we want our audience to recognize that Budweiser places importance on being a good environmental steward in the communities where it operates. Objective/Goals: Build common ground between the company and audience by having them engaged with Budweiser on all social media platforms (Facebook, Twitter, Instagram, Pinterest). Getting the hashtag #thebudisback to trend on any of these platforms. To have our primary target audience want to drink Budweiser as there first beer. We want the to think of Budweiser the first choice of beer rather then craft beers.
CREATIVE BRIEF CONT.
Target Audience: The primary target audience will consist of 21 to 28 years old males and females whom enjoy drinking beer. This is our primary audience since not many young people are trying Budweiser and are instead searching for different beers. This audience is anyone from the lower class of society, all the way up to the upper class. Our secondary audience are males aged from 29 to 36 who enjoy having a beer ever so often. We hope to appeal to this older demographic who enjoy throwback styles and rejuvenated ideas. Visual Appearance: Thirst quenching, warming, spirited and reminiscent Tagline: “The Bud Is Back� Call to Action: Our focus is to have beer drinkers want to choose Budweiser over craft beers. The Bud is Back campaign is bringing back the old school style from when Budweiser was first made in America. Keeping the original Budweiser taste, however enhancing the level of engagement with the audience. This old school/throwback style will appeal to our primary target audience. We encourage fans to take a selfie with there Budweiser can and use the hashtag #thebudisback. You can tweet at us @Budweiser or go to our website to find out more about the original American beer.
SWOT ANALYSIS
Strengths 1. Good brand recognition 2. Has many manufacturing facticity’s worldwide. 3. They are currently owned by the worlds largest brewer. Weaknesses 1. Intense competition 2. Considered high in calories 3. Not American owned ( owned by Brazil/Belgium) Opportunities 1. Sell more beer internationally 2. Ability to grow rapidly because its name has been around since 1876 3. Expand there product to other places Threats 1. Legal issues wit under age drinking 2. Health Issues 3. Growing Competition
EXPANDED TARGET MARKET
Age: 22 Gender: Male Location: Saint Augustine, FL Income Level: Zero Social Class: Middle Class Occupation: Student Education: College Martial Status: None Hobbies: Video Games and d Mini Bio: Originally from Boston, Ma but now lives in Saint Augustine, FL. Majoring in Fine Art at Flagler College with a Minor in Graphic Design.
MOOD BOARDS
Images:
Budweiser
Textures:
COMPETITOR ANALYSIS
Competitors: 1. Miller Genuine Draft 2. Heineken 3. Molson Coors Brewing company Competitor information: 1. Coors brewing company is currently the second best selling beer in America 2. Miller Genuine Draft is the 4th best selling beer in America 3. Budweiser is the second best selling beer in America
STYLE GUIDE
Color Swatch: Blue C: 100 M: 96 Y: 26 K: 26
Budweiser Logo font: Blacksword
Body Paragraph Font: Minion Pro (12pt font)
Title heading font: (All Caps) (Underline) Font Minion Pro
Color Swatch: Red C: 0 M: 98 Y: 100 K: 0
LOGO DESIGN
Budwesier
Budweiser
Budweiser
PRINT AD
MEDIA/MERCHANDISE
Hats:
Sweatpants:
Koozie: T-Shirts:
#THE BUD IS BACK
Budweiser