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Last Updated 12.18.12

ROLLOUT PRESENTATION. Last Updated 12.18.12. 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 ? Fit with Bud Light Lime Success of Bud Light Lime Lime-A-Rita

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Last Updated 12.18.12

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  1. ROLLOUT PRESENTATION Last Updated 12.18.12

  2. 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 ? • 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

  3. What is Bud Light Lime Straw-Ber-Rita?

  4. Who is Target Consumer in What Occasions?

  5. 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-Ritaand Straw-Ber-Rita have a neutral to positive impact on the Bud Light and Bud Light Lime brands Concept Drivers 94% 93% 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] Base: Concept Viewed N = 530 Source: Internal liquid sip research, September 2012

  6. 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 Bud Light Lime Lime-A-Rita sales nearly tripled the rest of the Top 10! 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 Top New Items in TUS Grocery **Source: SymphonyIRI Total US MULC 4.15.12 – 11.25.12

  7. 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 Bud Light Lime Straw-Ber-Rita Bud Light Lime Lime-A-Rita Reach % of Consumers Reached Double the reach Purchase Frequency (times per month) 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

  8. 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. Bud Light Lime Lime-A-Rita Introduced Source: SymphonyIRI

  9. 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 New Category Buyers Source: Consumer Loyalty Data National Retailer

  10. Winning Product Proposition • Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD strawberry margarita in two separate liquid sip tests Source: Internal liquid sip research, October 2012.

  11. 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 Source: Internal shelf test, August 2012; A, B indicate significance at 90% level

  12. Summary: Why Bud Light Lime Straw-Ber-Rita ?

  13. 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 • 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 • Activate events designed to reach targeted consumer starting with Spring Break and Cinco de Mayo and continue sampling throughout the year On Premise Media Off Premise Cross Merchandise Experiential Packaging Digital& Social PR

  14. 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 Search, Social Discovery, and Seeding Sports Cable Entertainment Digital

  15. Shelf Placement and Pricing Strategy Primary Target Supermarket Supermarket C-store C-store JJB Notes: Updated C-Store Traffic Flow • Shelf 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 • Pricing Recommendation • 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)

  16. 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 Source: SymphonyIRI MULC Total US 4.12 – 10.12

  17. Retail Support: POCM Elements Single Serve Bin Display (Image is FPO) Co Branded 12pk Bin Display Single Serve Ice Cooler (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

  18. Packaging 12 pack 8oz sleek cans 24oz cans 16oz cans 6 pack 8oz glass bottle

  19. UPC Sheet

  20. CPC Recommendations Wholesaler CPC for 2013: $0.75 CPC Priorities: • Retail Merchandising: 40% • Utilize available POCM and sign making tools to drive awareness and trial at retail • Sampling : 40% • Educate consumers on this innovative product through on and off-premise sampling • Reinforce the pour over ice ritual • Branded Events: 20% • Inclusion with Bud Light Lime and Bud Light Lime Lime-A-Rita events to drive awareness and offer sampling opportunities Sampling 40% Merchandising 40% Brand Events 20%

  21. National Launch Timeline

  22. 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…

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