Second round of national advertising for Budweiser
Budweiser has unveiled a second burst of national advertising to follow the first 'True Dedication' marketing campaign launched in April this year.
The original True Dedication series was a major departure for the brand which had in recent years advertised mainly around its party image. The new adverts will continue to focus on the craft of brewing.
TV advertising starts August 16 and runs until the end of the month. The 30-second spot will, like the first round of True Dedication advertising, feature a group of six musicians portraying a genuine passion and dedication to music.
The advertisements, directed by controversial film maker Harmony Korine will air on national and satellite channels within scheduling targeted at 18 to 24 year-olds.
A second burst of cinema placements are scheduled to accompany this summer's blockbusters including Wanted, which stars Angelina Jolie and the latest installment of Batman, The Dark Knight.
Outdoor advertising will run for two weeks from August 25.
And print advertising will be placed in men's lifestyle and music magazines including FHM, GQ and NME until December. The single and double-pages spreads feature musicians from the television commercial, drawing parallels between the personality of individual band members and aspects of Budweiser.
Communication via point-of-sale material in the on-trade will continue to reinforce True Dedication's message seen above-the-line.
Budweiser's UK marketing director Vicki Kipling said: "Beer drinkers have told us that the True Dedication campaign is distinctive, eye-catching and conveys the message of dedication in a cool way.
"We are also seeing Bud's spontaneous brand awareness now being at its highest level this year amongst our target audience. The print and outdoor complement and build on the TV campaign and further deliver the message of Budweiser's True Dedication."
