AB InBev

With initiatives such as a wholesaler signmaking program, Anheuser-Busch has streamlined its P-O-P practices to be more efficient and responsive to distributor needs.

Anheuser-Busch Inc., St. Louis, has signed a multi-year agreement with National Hockey League Hall of Fame inductee Wayne Gretzky to serve as spokesman for the company's Bud Light brand, the official beer of the NHL. The program includes a variety of on- and off-premise P-O-P materials promoting Gretzky and the beer. One of the main pieces in the promotion is a 72-inch by 32-inch standee that shows Gretzky standing next to a hockey net filled with pucks. In addition, there are table tents, banners, imprintable banners touting special promotions and imprintable posters.

Client: Anheuser-Busch Inc., St. Louis
Product Promoted: Budweiser beer
Marketing Strategy: This display was intended to provide an eye-catching, impactful presence in large chain supermarkets and liquor store accounts, drawing consumer interest and tying in Budweiser beer and ESPN Sports with summer beer consumption.
Introduction: March 1999
Distribution: Supermarkets and liquor stores
P-O-P Company: Rapid Displays, Chicago

Client: Anheuser-Busch Inc., St. Louis
Producer: Rapid Displays, Chicago
Comments: This program was intended to support all Bud Bowl 2000 media advertising in-store and to visually reinforce the Bud Bowl trademark. The client wanted to generate consumer interest and excitement at retail, thereby driving sales of Bud and Bud Light beers.

Client: Anheuser-Busch Inc., St. Louis
Producer: Grimm Industries Inc., Fairview, Pa.
Comments: The client wanted an exact replica of its Bud Blimp to support and heighten the awareness of the full-size blimp that is in the air at sporting events. The pool table light was designed for on-premise locations to reinforce the Budweiser name and its relationship to the Bud Airship 1 Blimp.

Client: Anheuser-Busch Inc., St. Louis
Distribution: On-premise accounts
Size of Run: 3,100
Producer: MoldRite Products Inc., Waukesha, Wis.
Division: Permanent, On-Premise - Non-Illuminated or Non-Motion

Client: Anheuser-Busch Inc., St. Louis
Distribution: On-premise accounts
Size of Run: 1,000
Producer: Phoenix Display/International Paper, Thorofare, N.J.
Division: Permanent, Beverages -- Beer
Objectives: To provide on-premise accounts with a sign that attracts attention to the Tequiza product launch. Also, to design a sign that includes a message about the product's unique attributes.

Client: Anheuser-Busch Inc.
Producer: Anheuser-Busch Inc.
Comments: This display piece was designed to give off-premise accounts a festive, holiday feel. The display also featured detachable holiday holly decorations so that retailers could use the display before and after the holiday season. A survey taken by A-B's national accounts group confirmed that the average retail account increased sales 140% over the previous year's sales with the display.