Heavy Marketing for Anheuser-Busch Light Beer

"Its time has come."At least that's what Anheuser-Busch Inc., St. Louis, is saying about its new 75-calorie beer. Anheuser Light, introduced to three test markets in April, has the fewest calories of any major light beer on the market, the brewer claims.Gregg Billmeyer, director of new products for the beer giant, says the beer will be marketed as a premium-priced, mainstream light beer primarily targeted at men and women aged 28 to 49. This is the group that Billmeyer says is looking for "a brand that delivers great taste and low calories." The initial test markets include Atlanta, Baltimore and Dallas.Anheuser Light will be competing directly with other light beers, such as Miller Lite, Miller Genuine Draft Light and Coors Light. It will be available in 12-ounce cans in six-, 12- and 24-packs, as well as in 12-ounce bottles offered in six-packs.A-B's multimillion dollar marketing campaign for the new beer includes television, radio, print and outdoor advertising, accompanied by a wide range of P-O-P materials and displays. "We're bringing out high-quality display materials. It helps us get good display opportunities in the store," Billmeyer says.One prominent display is a permanent floorstand that measures 28 inches wide by 84 inches high by 28 inches deep. The structure was designed and created by Henschel-Steinau Inc., Englewood, N.J. It consists of a large replica of the Anheuser Light bottle with a pinwheel-support design that allows for easy restocking and consumer access. Its injection-molded trays were made from medium-impact styrene. A wooden base and UV-coated graphics complete the display.A-B knew it had a winner with this particular display. The original version, created by Henschel-Steinau for Michelob Golden Draft beer, won the coveted Best of the Times award at the 1994 Display, Sign and Fixture Design Show.A-B did make some minor changes to the floor display for the introduction of Anheuser Light. Billmeyer says the company wanted chrome edges, for example, so Henschel-Steinau placed chrome mylar extrusion strips on the outer edges of the display."It is a unit that works very well. It allows us to go into a store and get secondary floor space," Billmeyer explains, "It allows a variety of packages to be displayed -- both bottles and cans."The displays will be provided to wholesalers for use mainly in big chain stores and some liquor stores. They do require assembly. "While the displays need to be assembled, they are easy to put together and require only one person and less than 10 minutes in time," explains Billmeyer.Another important unit in the campaign is a corrugated bin topped with the new logo. "Like the floorstand, it focuses our positioning dollars on displays that put product on the floor," Billmeyer says. "It's very strong visually. It's a smaller display for smaller accounts." The bin measures 23 inches wide by 72 inches high by 19 inches deep. It was designed by Waylon Co., St. Louis, and manufactured by The Dyment Co., Erlanger, Ky."The bin display is a standard one we've used on other A-B brands because it works so well," says Ann Proscino, brand manager for Anheuser Light.Another prominent point-of-purchase display is a neon sign. It has a black background behind the bright red, white and blue Anheuser Light logo. It was manufactured by Mt. Vernon Neon, a subsidiary of Everbrite Inc., Greenfield, Wis.Mylar balloons are yet another unique P-O-P application used by A-B. "They can be used anywhere. They're a nice accessory to tie to a display to dress it up. It's a way to gain some attention," says Proscino.Other P-O-P materials supporting Anheuser Light's introduction include banners, mirrors, metal signs, price cards, cooler stickers, case cards, table tents, danglers, shelf wobblers and paper banners.Although future distribution details are not yet available, Billmeyer says, "We are ready to fully support the marketplace with as many displays as we need."

Heavy Marketing for Anheuser-Busch Light Beer

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