Corona on creating a ‘physical manifestation’ of its brand purpose
Niamh CarrollCorona Island, a private destination off the coast of Colombia, is now available for visitors to book, bringing to life the beer brand’s “natural” ethos.
AB InBev CEO: Level of marketing spend is determined by effectiveness
Niamh CarrollThe Stella Artois owner sees its marketing spend working “much harder” after deciding to focus investment on its “megabrands”.
AB InBev and Carlsberg fail to drive increased demand for brands
Niamh CarrollTwo of the world’s biggest brewers saw volumes fall in their third quarters, as they faced tough consumer sentiment in many markets.
AB InBev praises ‘consistent’ marketing investment for growing revenues
Molly InnesConsistent marketing investment is a “priority” for AB InBev as it focuses on investing for “the long-term” following the Bud Light backlash.
AB InBev: Building brands is like a marriage
Charlotte RogersAgencies have a 50/50 responsibility to co-own the route to “greatness”, says global CMO Marcel Marcondes.
AB InBev to ‘disproportionately’ allocate marketing spend behind ‘megabrands’
Josh StephensonAB InBev posted higher revenues but lower volumes in Q1 2024, as the Bud Light backlash continues to constrain growth.
AB InBev: Bud Light performance ‘constrained’ growth in 2023
Niamh CarrollAB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
Super Bowl: Michelob and Messi on target for this year’s most popular ad
Josh StephensonAmerican beer brand Michelob was the winner at last night’s Super Bowl, according to System1, with its sunny beach ad starring the world’s most famous footballer.
AB InBev CMO: Olympics partnership will ‘strengthen’ beer as a category
Niamh CarrollAs category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
AB InBev becomes first global beer partner of the Olympics
Niamh CarrollAB InBev becomes the first beer business to achieve top-level sponsorship of the Olympics, in a partnership that will be led by the non-alcoholic Corona Cero brand.
‘The ad Bud Light needed to make’: Sports-focused ad achieves ‘exceptional’ score for short-term sales
Niamh CarrollThe ad has the potential to kick-start sales for the AB InBev-owned beer brand following the backlash it received after partnering with transgender model Dylan Mulvaney.
Bud Light backlash: AB InBev reports 14% volume decline in US
Niamh CarrollAB InBev outperformed analysts’ expectations but was weighed down by a 14.1% decline in volume sales in the US, with its CEO saying consumers want “beer without the debate”.
Bud Light brand health shows no sign of recovery as impact of backlash persists
Niamh CarrollBud Light’s brand health plummeted following the controversy surrounding its partnership with a transgender influencer, with consumers across the board now looking at the brand unfavourably.
AB InBev restructures marketing teams after Bud Light backlash
Niamh CarrollAB InBev is also stepping up investment behind Bud Light in the US and is tripling its media spend this summer versus last.
AB InBev credits marketing with driving ‘highest-ever’ volume sales
Niamh CarrollCEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.