US Innovation Calendar 1H2012

Report
ROLLOUT PRESENTATION
Last Updated 12.18.12
© (Year) Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Bud Light Lime Straw-Ber-Rita
Contents
• What is Bud Light Lime Straw-Ber-Rita ?
• Who is Target Consumer in What Occasions?
• Why Launch Bud Light Lime Straw-Ber-Rita ?
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Fit with Bud Light Lime
Success of Bud Light Lime Lime-A-Rita
Potential of Strawberry Margarita
Bud Light Lime Lime-A-Rita Growing the Category
Winning Product Proposition
360 Marketing Plan
Messaging and Media
Shelf Placement and Pricing
Display Activation / Retail Support
Packaging and UPCs
Wholesaler Investment / CPC Guidelines
National Launch Timeline
Contacts
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
What is Bud Light Lime Straw-Ber-Rita?
Consumer Insight:
“I enjoy both cocktails and beer, but sometimes cocktails
can be too sweet and beer can be too filling . It would be
great to get the best of both worlds in one convenient
package.”
Product Profile:
A ready-to-drink, 8% ABV strawberry margarita flavored
alcohol beverage with a twist of Bud Light Lime, best
enjoyed over ice
(6%ABV version also available)
Point of Difference:
Bud Light Lime Straw-Ber-Rita brings together a mix of
two favorites – great strawberry margarita taste with the
refreshment of Bud Light Lime – to create something
original and incredibly drinkable
Consumer Target:
21-34 year old co-ed Trendseeker and Aspirer consumers
Need State:
Perfect for consuming in Party Time, Outdoor
Refreshment and Hanging Out occasions when
consumers are seeking a refreshing change of pace
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Who is Target Consumer in What Occasions?
Trendseekers
Quick Snapshot:
Aspirers
Male/Female, Grey Collar, 28-34
Male/Female, Blue Collar, 21-34
Successful & trendy individuals with active social
lives who are concerned with the image they
portray to their peers.
Aspirers ( > ½ of which are Latino) seek a better life
for themselves and their families, like to party and are
concerned with the image they portray to their peers.
Beer Preference:
Seek sweeter tasting beverages, and likely
to explore a wider variety of beer styles and
balance beer consumption with both wine
and spirits.
Prefer sweeter tasting drinks. These drinkers
find the taste of regular, mainstream beers and
some imports to be too bitter or strong.
Primary
Occasion Fit:
• Party Time: High energy get together with friends either at a local bar or at home. It’s all
about getting into and staying in the party mood.
• Outdoor Refreshment: Casual party/get together that generally occurs in the afternoon on
weekends (e.g. BBQ/Carne Asade). It’s all about sharing good times with friends or family.
• Hanging Out : Laid-back get together generally occurring in the evenings. It’s all about
socializing with larger group of friends or family.
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Fit with Bud Light Lime
The addition of Bud Light Lime is a primary driver for the concept. Over 90% of consumer surveyed indicate
Lime-A-Rita and Straw-Ber-Rita have a neutral to positive impact on the Bud Light and Bud Light Lime brands
Concept Drivers
Bud Light Lim e Cocktails
I enjoy both cocktails and beer but som etim es
cocktails can be too sw eet"
and beer can be too filling.
the best of both w orlds
Light Lim e Cocktails
beverages
Much / a little more negative
No impact
Much / a little more positive
in one convenient pack age.
a line of
that com bine
It w ould be great to get
ready-to-drink
Impact on
Introducing B ud Bud Light
8% alcohol
Lime brand
6
37
57
94%
7
39
54
93%
a tw ist o f Bu d Ligh t Lim e
w ith yo ur favo rite co cktails. Bud Light Lim e Cocktails bring together a
m ix o f
tw o favo rites - great cocktail taste w ith th e ea sy-d rin kin g refresh m en t of B ud
Impact on
Bud Light
brand
Light Lim e - to crea te s omething orig ina l an d in cre d ib ly d rin kab le . Try it straigh t ou t of th e frid ge , cold from you r coole r or in a
glass ove r ice .
Larger font: Stronger Driver of Purchase Intent
Red: More [Dislikes+Confusing] than Likes (Likes-[Dislikes+Confusing] < 0)
Black: Positive but lower than average Likes-[Dislikes+Confusing]
Green: Higher than average Likes-[Dislikes+Confusing]
0%
50%
100%
% total impact
Base: Concept Viewed N = 530
Source: Internal liquid sip research, September 2012
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Success of Bud Light Lime Lime-A-Rita
Bud Light Lime Lime-A-Rita was the #2 top new brand in 2012 behind only Bud Light Platinum
and quickly rose to the top of FMB, reshaping the entire category
Rank
*2012 Top New Beer Brands
1
2
3
4
5
6
Bud Light Platinum
Bud Light Lime Lime A Rita
Deschutes Chainbreaker White IPA
Mikes Hard Strawberry Margarita
Michelob Ultra Light Cider
New Belgium Shift Pale Lager
Mikes Hard On Rocks Long Island
Tea
Mikes Hard On The Rocks
Hurricane
Seagram’s Escapes Raspberry
Lemonade
Shiner Wild Hare Pale Ale
7
8
9
10
Bud Light Lime Lime-A-Rita sales nearly tripled
the rest of the Top 10!
*Source: SymphonyIRI Top New Items in TUS Grocery
Rank
1
2
3
4
5
6
**FMB Category Leaders
Beer
Share (%)
0.4
0.2
0.2
0.2
0.1
0.1
9
Bud Light Lime Lime A Rita
Smirnoff Ice
Twisted Tea Hard Iced Tea
Mike’s Hard Lemonade
Mike’s Hard Variety Pack
Mike’s Harder Lemonade
Mike’s Hard Black Cherry
Lemonade
Mike’s Harder Cranberry
Lemonade
Mike’s Hard Seasonal
10
Smirnoff Ice Green Apple Bite
0.1
7
8
0.1
0.1
0.1
Bud Light Lime Lime-A-Rita took over the top spot in the FMB
category in just 4 short months and is now twice as big as its
nearest competitor!
**Source: SymphonyIRI Total US MULC 4.15.12 – 11.25.12
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Potential of Strawberry Margarita
• Strawberry margarita has stronger appeal and purchase intent than classic lime margarita
• Carrying both Bud Light Lime Straw-Ber-Rita and Bud Light Lime Lime-A-Rita would reach
twice as many alcohol drinkers beyond carrying Lime-A-Rita alone
Reach and Frequency of potential Bud Light Lime Cocktails
Potential Reach of Bud Light Lime Straw-Ber-Rita
20.0%
0.80
0.60
Reach Potential %
Reach
% of Consumers Reached
Bud Light Lime
Straw-Ber-Rita
Bud Light Lime
Lime-A-Rita
0.40
0.20
0.00
1.00
10.0%
Double
the reach
0.0%
1.10
1.20
1.30
1.40
Purchase Frequency (times per month)
1.50
1
2
Number of items in the line
Source: Flavor Line Optimization Test, n=530, June 2012; Reach potential among past 4 week alcohol drinkers age 21-55, assuming 100% awareness
and distribution
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Potential of Strawberry Margarita
Bud Light Lime Lime-A-Rita significantly drove sales in the lime flavored alcohol beverage
segment . Bud Light Lime Straw-Ber-Rita is expected to have a similar impact to the
strawberry flavored alcohol beverage segment.
$30,000
Dollar Sales ($M)
$25,000
Bud Light Lime
Lime-A-Rita
Introduced
$20,000
$15,000
$10,000
$5,000
Lime Flavored
4 WE 11-04-12
4 WE 10-07-12
4 WE 09-09-12
4 WE 08-12-12
4 WE 07-15-12
4 WE 06-17-12
4 WE 05-20-12
4 WE 04-22-12
4 WE 03-25-12
4 WE 02-26-12
4 WE 01-29-12
4 WE 01-01-12
4 WE 12-04-11
4 WE 11-06-11
4 WE 10-09-11
4 WE 09-11-11
4 WE 08-14-11
4 WE 07-17-11
4 WE 06-19-11
4 WE 05-22-11
4 WE 04-24-11
4 WE 03-27-11
4 WE 02-27-11
4 WE 01-30-11
4 WE 01-02-11
4 WE 12-05-10
4 WE 11-07-10
4 WE 10-10-10
4 WE 09-12-10
4 WE 08-15-10
4 WE 07-18-10
4 WE 06-20-10
4 WE 05-23-10
4 WE 04-25-10
4 WE 03-28-10
4 WE 02-28-10
4 WE 01-31-10
$0
Strawberry Flavored
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Source: SymphonyIRI
Growing the Category
Bud Light Lime Lime-A-Rita is growing the beer category by both bringing new drinkers into
the category and trading current drinkers up from lower priced segments
Bringing in New Drinkers
46.4%
New
Category
Buyers
Trading Drinkers Up
19%
25%
6.2%
47.4%
Brand Switching
Repeat Buyers
New Category Buyers
56%
Traded Down
Traded Up
Traded Across
Source: Consumer Loyalty Data National Retailer
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Winning Product Proposition
Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD strawberry
margarita in two separate liquid sip tests
Bud Light Lime Straw-Ber-Rita vs.
Leading competitive RTD strawberry margarita
Without Ice
With Ice
Overall Opinion Mean
BLL Straw-Ber-Rita Above
(5.75 vs. 4.79)
Fit to Concept
BLL Straw-Ber-Rita Above
(5.64 vs. 4.80)
Overall Opinion Mean
Fit to Concept
BLL Straw-Ber-Rita at Parity
(5.70 vs. 5.24)
BLL Straw-Ber-Rita Above (5.54 vs. 5.05)
Source: Internal liquid sip research, October 2012.
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Winning Product Proposition
Bud Light Lime Lime-A-Rita and Straw-Ber-Rita are seen as significantly more refreshing,
social and innovative than a leading competitor
Bud Light Lime
Line
(A)
Competitor Line
(B)
Are very refreshing
49(B)
35
Would taste great
39
32
Are social and outgoing
53 (B)
39
Are good for partying
54 (B)
41
Are innovative
37 (B)
24
Fun
49(B)
34
Attractive
57(B)
34
Vibrant
47(B)
27
Exciting
39(B)
19
Brand Perceptions (% selecting)
Brand Perceptions (Top Box)
Package Attributes (% selecting)
Source: Internal shelf test,
August 2012; A, B indicate
significance at 90% level
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Summary: Why Bud Light Lime Straw-Ber-Rita ?
Fit with Bud Light Lime:
• The addition of Bud Light Lime is a primary driver for the concept.
• Over 90% of consumers surveyed indicate that Lime-A-Rita and Straw-Ber-Rita have a
neutral to positive impact on the Bud Light and Bud Light Lime brands
Success of Bud Light Lime
• In 2012, Bud Light Lime Lime-A-Rita was the 2nd fastest growing beer brand in the industry
• In just four months, Bud Light Lime Lime-A-Rita became the #1 brand in FMB and reshaped
the category
Lime-A-Rita:
Potential of Strawberry
Margarita:
• Strawberry margarita has stronger appeal and purchase intent than classic lime margarita
• Carrying both Bud Light Lime Straw-Ber-Rita and Bud Light Lime Lime-A-Rita would reach
twice as many alcohol drinkers beyond carrying Lime-A-Rita alone
• Bud Light Lime Lime-A-Rita significantly drove sales in the lime flavored alcohol beverage
segment. Bud Light Lime Straw-Ber-Rita is expected to have a similar impact to the
strawberry flavored alcohol beverage segment.
Growing the Category:
• Bud Light Lime Lime-A-Rita is growing the beer category by both bringing new drinkers into
the category and trading current drinkers up from lower priced segments
Winning product
proposition:
• Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD margarita in sip tests
• Bud Light Lime Lime-A-Rita and Straw-Ber-Rita are seen as significantly more refreshing,
social and innovative than a leading competitor
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
360 Marketing Plan
Media / Digital
– National TV, OOH and Print beginning around
Cinco to build awareness and drive trial
– Strong digital focus to reach trendsetter and
aspirer targets where they consume media
On
Premise
Media
Off
Premise
Retail Programs
– Retail programs to support sampling,
displays & ad features
– Specially designed racks and bins to
encourage trial
POS
– Full line of retail merchandising elements to
support account distribution and displays
Sampling Focused Events / PR
Cross
Merchandise
Experiential
Digital
& Social
Packaging
PR
– Activate events designed to reach targeted
consumer starting with Spring Break and
Cinco de Mayo and continue sampling
throughout the year
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Messaging and Media
Phase 1: Tease/Build Anticipation with digital/social campaign and sampling in key vacation destination markets
Phase 2: National launch with Cinco de Mayo Build-up
Phase 3: Sustain with strong summer levels and diverse mix
Awareness
Sports
Cable
Entertainment
Search, Social Discovery,
and Seeding
Digital
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Shelf Placement and Pricing Strategy
Supermarket
Primary Target
C-store
Traffic Flow
Shelf Recommendation
Pricing Recommendation
• Merchandise within the FMB / Specialty Segment to encourage trial
among both FMB and non-beer consumers
• Target 12pk 8oz. can in Grocery, Mass and On-Premise
• Target 24oz. or 16oz. can AND 8oz. can as singles in C-Store &
Package Liquor
• Off-Premise:
• 12pk 8oz. can at parity with BLL Lime-A-Rita and 12pk 12oz. Bud
Light Lime
• 24oz. and 16oz. can at parity with BLL Lime-A-Rita and competitive
FMB set
• On-Premise: Pricing at parity with mixed drinks (can or bottle)
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Display Activation
Bud Light Lime Lime-A-Rita drives increased sales when on display. Utilize available POCM tools and display
either as 12 packs or as singles. Display Lime-A-Rita and Straw-Ber-Rita together and gain incremental
floor space by flanking Bud Light Lime and Bud Light Mega displays.
12pk Display
Large Format
Singles Display
Small Format
Incremental % Lift on Display
62.1%
Lime-A-Rita
Strawberry
Flavored
42.6%
FMB
42.2%
Other Lime
Flavored
40.8%
Premium Light
33.4%
Premium Plus
31.5%
Source: SymphonyIRI MULC Total US 4.12 – 10.12
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Retail Support: POCM Elements
Co Branded 12pk Bin Display
Single Serve
Ice Cooler
(Image is FPO)
Single Serve
Bin Display
(Image is FPO)
Table Tent
Metal Sign
Wrapped Bucket
Glamour Banner
Coaster
Cooler Sticker
(Available in 6% and 8%)
Serpentine 8oz
Singles Rack
Dangler – (Image is FPO)
(Available in 6% and 8%)
Stringer Pennants
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Packaging
Packaging Mix for 2013
Available April 1, 2013
12 pack 8oz sleek cans
24oz cans
16oz cans
Available Summer 2013
6 pack 8oz glass bottle
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
UPC Sheet
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
CPC Recommendations
Wholesaler CPC for 2013: $0.75
CPC Priorities:
1. Retail Merchandising: 40%
– Utilize available POCM and sign making tools
to drive awareness and trial at retail
Merchandising
40%
Sampling
40%
Brand Events
20%
2. Sampling : 40%
– Educate consumers on this innovative product
through on and off-premise sampling
– Reinforce the pour over ice ritual
3. Branded Events: 20%
– Inclusion with Bud Light Lime and Bud Light
Lime Lime-A-Rita events to drive awareness
and offer sampling opportunities
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
National Launch Timeline
Week of or Date
Limited Order Window POCM
Sell in materials available
Opens – 12/17/12
Closes – 12/31/13
12/17/12
Samples ship
2/4/13
Wholesaler Forecasting Begins
2/4/13
POCM ships to wholesalers
3/4/13
National STRs
4/1/13
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Who do I contact with questions?
Thank you for supporting the national launch of Bud Light Lime Straw-Ber-Rita !
If you have any additional questions, please feel free to contact…
Name/Title
Email Address
Office Phone
Joe Buttice
[email protected]
314-765-7521
[email protected]
314-577-1847
Brand Manager,
Bud Light Lime Brands
Colleen Powers Lucas
Innovation Manager,
Bud Light Mega Brands
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly.
© 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO

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