Anheuser-Busch CMO on Bud Light Platinum: “We’re way ahead of forecasts”
Past Anheuser-Busch marketing exec, Keith Levy, interviewed new AB marketing exec, Paul Chibe for Forbes. One interesting tidbit…
PC: We feel really good about Platinum. Platinum is blowing away every forecast we came up with. It’s done exactly what we wanted it to do. Those spots had music in them that if you’re a 25-year-old person who’s in to music, you totally get it. If you’re an older, general market consumer you might not get it. But when you see the positive comments from consumers about the music and other things, we feel really good about it. We’re way ahead of forecasts, the consumer takeaway is much stronger than what we expected, and that has increased since the Super Bowl…so I feel really good about it (Platinum).
via Forbes.
Breweries: Anheuser-Busch
Beers: Bud Light Platinum
“Those spots had music in them that if you’re a 25-year-old person who’s into music and tasteless beer, you totally get it. If you’re an older consumer that enjoys beer with depth of flavor, you might not get it.”
Fixed it for you Paul.
“A fool and his money are soon parted”
Total crap. Although I did notice the shelves at Dierbergs and Schnucks were cleared of the stuff last weekend. Loyal Bud Light nuckledraggers distracted by a shiny object. We’ll see how long this infatuation lasts.
I don’t get it, just because you listen to crappy music, its just assumed that you enjoy crappier beer. Oh I forgot its 6%. Why do we have to read about this on this site ?
@Mike: because the performance of a brand new product from ABI affects the future of craft beer.
Just like all things , people want to be negative and try to destroy the product because they support some other kind or brand. I’m middle age and I like Bud Light Platinum and went to the store tonight to get some more , but it’s all sold out. Smooth taste with a kick, thats what beer drinkers want!