Campaign of the Week: Budweiser America Campaign Leverages Patriotism

With Independence Day just around the corner, many brands are using patriotism in their marketing efforts. Not to be outdone, Budweiser is actually replacing some of its traditional branding with beer cans and bottles that say “America.” So what do beer consumers think about this patriotic branding campaign? We asked over 300 beer drinkers about their thoughts on beer and patriotic branding. And we tested the campaign to see if it might bring about positive results for Budweiser.

budweiser america campaign

Beer Drinkers

In Ask Your Target Market’s latest survey, 12% of beer drinkers said that they purchase or consume beer daily. 33% do so a few times per week. 36% do so a few times per month. 13% said they just buy or drink beer a few times every three months. And 6% consume it less frequently than once every three months.

Budweiser was already the most popular brand among beer drinking respondents. 65% said that they have tried Budweiser, and 34% said they use it regularly. Coors and Miller were the second most popular beer brands in terms of regular customers, with 22% of respondents each saying they consume beer from those brands regularly.

Ad Impact

Overall, 21% of respondents said that they would be certain or practically certain to choose Budweiser the next time they purchase beer, making it the top choice of the brands listed. In addition, 15% said they would be very probable to choose Budweiser, and 19% said that there’s a good possibility. Of those who viewed the Budweiser America branding, 22% said they would be certain or practically certain about choosing Budweiser the next time they purchase beer. 16% said it would be very probable. And 20% said it would be a good possibility.

In general, 50% of those who viewed the ad said that they have at least a somewhat positive opinion of companies that use patriotism in their branding. Just 13% said they have a negative opinion of patriotic branding. And 36% were neutral about it.

Brand Attributes

In terms of people’s opinions about the Budweiser brand, the Budweiser America Campaign might also have a positive impact. Overall, beer drinkers tended to view Budweiser as a brand that reflects the kind of person they are, and one that is made by a trustworthy company. Of those who viewed the ad, both of those attributes increased, but only very slightly. That slight change could be due to the fact that Budweiser has already used patriotism as part of its branding and advertising message in the past. So people already have those attributes in mind even without viewing this particular branding campaign.

Key Takeaways

Overall, it seems that the Budweiser America campaign could have a slight positive impact on the company’s sales and on people’s perceptions of the brand. Patriotic branding is seen in a positive light by about half of beer drinkers, and only as a negative by few. However, the brand’s consistent use of patriotism and Americana in its marketing and advertising campaigns means that this particular one isn’t so much of a stretch. So it’s not necessarily going to bring the company major results all at once. But it could still be a small part of steady improvement and positive results over years of consistent messaging. In that way, this type of campaign is likely a win for Budweiser. And other brands that stick with consistent messaging over the years can use this type of campaign as an example of how to contribute to that messaging with unique but on-brand promotions.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: HPbudback by Mike Ball under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on June 30 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.