CONTENTS

EXECUTIVE SUMMARY...........................3-5

INDUSTRY OVERVIEW............................6-7

SITUATION ANALYSIS............................8

HISTORICAL OVERVIEW..........................8-9

CONSUMER RESEARCH...........................9-10

ADVERTISING STRATEGY........................11-13

CREATIVE STRATEGY.............................14

MEDIA PLAN.......................................15-17

PROMOTIONS AND PUBLIC RELATIONS......18-19

CREATIVE WORK..................................20-26

APPENDIX..........................................27

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Industry Overview

Company Overview

•Coldwarisinfullswing,USAandUSSRbuilduparmsSpaceraceisalsoheatingup.USSRlaunchedSputnikin1957,leadingtothecreationofNASA.USSRalsohad first man in space in 1961.• By 1962, the American beer industry was already becominganoligopolyduetohugebrewerieslikeAnheuser-Buschbuyingoutmanysmallerregionalbreweries.•By1957,Anheuser-BuschhadbecomethelargestbreweryinAmerica,Budweiseritstopbrand.

•Micheloblinewasnotverybigatthetime.However,manybeeradvertisementsoftheperiodmadeappealsbased on their “light” flavors. Introducing a truly light beeratthistimecouldbeverysuccessful.

Competition

•BecauseAnheuser-BuschproducesbothBudweiserandMichelob,MichelobUltrawillnotbecompetingwith Budweiser. Instead, its primary competition will beSchlitz,thenextmostpopularbeerofthetime.Schlitzadvertisedheavilyduringthistimeperiodandusedtheconceptof“light”initsads.

•SecondarycompetitionwillincludeotherpopularbeersofthetimelikeBlatzandHamm’s.

•ThestrengthsofMichelobUltra’scompetitionlieintheirbrandequity.Despitenotbeingareallightbeer,Schlitzusedthewordlightintheirads.Also,Mich-elobdidnothavealargemarketshareatthetime,soitscompetitionwasmuchmorevisiblenationally.

•ThemajorweaknessofUltra’scompetitorsisthattheyarenottruelightbeers.

Situation Analysis

Product Overview and Highlights

•MichelobUltraisadietbeerthatlowincaloriesandlowincarbohydrates.Theproductis4.1%alcohol,95calo-ries, 2.6 carbs. With a filtered bottle, the product contains Paletwo-rowandMunichsix-rowbarley,selectgrains,allimportedhops,andapureculturedyeaststrain

Description of the Product: Market Positioning

•Marketingtopeoplewhoareconcernedwithcaloriesaswellascarbohydrateswithadietbeerofthissortwillbeaffectiveasbeersofthiseradonotstressthenutritionalaspectsoftheirbeers,andthisproductwillallowforanewbrandcategory.

Historical Overview

• The Michelob brand was introduced in 1896 by Anheus-er-Buschasabeerconnoisseur’sdraftbeerandremainedthat way until 1961 when it was first bottled and sold off draft.Eventoday,Michelobretainsitspositionasanaf-fluent, prestigious beverage.

•AlthoughitwasMillerBrewingCo.thatbeatoutBud-weiser with the first ever light beer in 1974, Anheuser-Buschansweredthreeyearslaterwiththeintroductionoftwolightbeers,oneofthemMichelobLight.• In 2002, Michelob Ultra became the first low-carb beer. It was created as a response to the growing Atkins diet trend.Thenewbrandwaswildlysuccessfulandbecamethefastestgrowingbrandincompanyhistory.

EXECUTIVE SUMMARY

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Consumer Research

Target Markets

•Young adult men, Older, affluent men, and house-wives

Primary market

•Young professional Male: Age 18-30; Image Con-scious-MichelobUltrawouldbeperceivedinaposi-tivelightduetotheincreasedconsciousnessaboutcarbohydrateintakeamongtheAmericanpublic

•MichelobUltracouldbemarketedforuseinafewdifferentways.Oneclearadvantageistheabilitytointake a greater amount without filling up.

Psychographics

•Primary:TheHymadirs(HealthyYoungMaleAdultswith Discretionary Income for Recreation)-Second-ary: The GOLFers (Garnered affluence, Older men, Late career or retired, Fun-seekers)

•Undeveloped/Potential:Marriedhousewives

•We expect strong sales due to the health craze of thateraandduetoMillerLite’ssubsequentsuccessfulintroductionin1974,whichservesasacasestudy

• Michelob is viewed as a classy beer. It has been a draughtbeer,typicallyconsumedbybeerconnois-seurs,forthemajorityofitsexistenceintheU.S.

•AmajorityofourtargetmarketcanbefoundinthemajorcosmopolitanhubssuchasNewYorkandChi-cago. There is a strong concentration along the West andSoutheasterncoastsaswell.

Advertising Strategy and Objectives•OurmaingoalistocreateabrandcategoryforlightbeerscreatingbrandawarenessforMichelob

Ultraandestablishingitistheleaderinthecategory.Increasing consumption the product goes hand and hand withtheseobjectives.

•Shorttermgoalsfortheproductincludecreatingabrand category for light (diet) beers, educating consum-ers about the nutritional benefits of the product and the aspectsoftastethatarerelevant.Alsocreatingbrandawarenessfortheproduct.

•Longtermgoalsfortheproductincludecreatingbrandloyaltyaswellasregularconsumptionwithinourcustomerswithlongtermeducationandemphasisontheaspectsoftheproductthatmakeittheleaderinthecategory.

•BypromotingMichelobUltraasalowcarbohydratelowcaloriebeerwithalighttaste,thisnewcategoryofbeersshoulddrawattentionfromourtargetandmakeourproductstandout.TheSpaceelementbehindthecreativecopyshoulddrawattentiondueit’srelevancewiththetimeperiodandhelpincreatingbrandaware-nessandstatingbrandloyalty.

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Creative Strategy

Copy elements

•MinimalcopysuggestingthemeslongassociatedwithbeeradvertisingintheUnitedStatessuchaspatriotism, fitness, improved technology, and flavor. TheadswillappealtoabroadrangeofAmericansbybringingintheconceptofthespace-raceandAmeri-cansuperiority.•Appealalsocomesintheformofcopystressingthescientific approach taken to create the first true light beer and the benefits (a beer that is flavorful but with less carbohydrates and less filling than competitors) to theconsumer.

•Ourcopywillhaveaspectsofimageandreason-whyadvertising. We will use image advertising to project asenseofAmericanaandreason-whyadvertisingtobringthetechnologicaladvancesassociatedwithatruelightbeertotheattentionofourtargetaudience.

•Thekeysellingideaofourcampaign’scopywillstressthatMichelobUltraisabeeraheadofitstime,a“beerforthespaceage”.TheUSPisbuiltrightintothe product, the fact that it is the first true light beer in theworld.

Art Elements

•Advertisementswillshowmenandwomeninourtargetagegroupenjoyingtheproductinsettingssuchasbeachesandparks,suggestinganactivelifestyle.

•AdswillalsoportrayasenseofpatriotismandAmerican technological superiority via American flags andtheuseofnationallyproducedgoods(automo-biles, clothing, etc.) within the images. Ads may also includedirectreferencestothenewlycreatedNASAandincludespaceprogramimagery.

•Thepicturesandphotographsinthecampaignwillbeparamount,alongwithattention-grabbingheadlinesreferencingthespaceprogramandnewtechnologyofthebeverage.

Media Plan

•Ourgoalisnottocompletelysaturatethemarket.Rather,we would like to specifically target our particular markets (as much as possible). In addition, certain ads will appear onwidelyviewed,expensive,mass-marketspots.

•Ouradvertisementswillhaveastrongpresenceinthenationallycirculatedmagazinesthatarefrequentlyreadby our target markets. Playboy, Sports Illustrated, and Fortune.

• There will also be a significant effort to reach the various marketsthroughthemediumofradio.

•Atelevisionpresencewillbeslimduetohighadvertisingcost. However, this will be the most efficient way of reach-ingamassaudiencewithonead.

• Infrequent placement of ads on popular shows such as The Andy Griffith Show.

•Verypopularmedium,especiallywithourprimarymarket.

Promotions and Public Relations

• We will revive the classic Anheuser-Busch “five-day-test”, promising that if our low-carb beer does not better fit ourconsumers’lifestyle,we’llpayforit.

•Michelob“BeachTeams”willwalkshorelinespromotingthelow-carbMichelobUltralifestyle.

• Michelobstreetteamswillhandoutcouponsatthe 1962 World Series.

•MichelobUltratastetestswillbeheldonbeachesandinpopularbarsacrossthecountry,stressingthenegligibledifferencebetweenlow-carbMichelobUltraandotherlightbeers.

•MichelobUltrawillsponsorNASA’sMercuryspacetravelprogram.

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History

TheAmericanbeerindustrygrewrapidlydur-ingthelatterhalfofthe19thcentury.Closetotheturnofthetwentiethcentury,nearlyeverycityinAmericahad its own breweries. When prohibition occurred in the 1920’s, many breweries went under. Some brewer-iesbeganproducingnon-alcoholicbeverageswithabeertasteandlimitedquantitiesofactualalcoholthroughloopholesthatalloweditsuseincertainlimitedapplica-tionslikereligiousceremonies.Afterprohibitionended,thebeerindustrybegantoturnintoanoligopoly.Bythe1960’s, the American beer industry was becoming more consolidatedandcompanieslikeSchlitz,Anheuser-Busch,PabstandMillerwereleaders.

Trends

After World War II, returning troops quickly beganformingfamiliesoftheirownandaspiringtowardthe American dream. By the late 1950’s, these families hadmaturedandthedominantthreattoAmericanglobalpowerwasthoughttobecommunism.Theensuingcoldwarhasfueledaspaceracethatheatedupinthelate1950’s/early 1960’s when the USSR launched the first satellite into space and later had the first man in space. Thisyear,theMercuryspaceprogram,partofthenewlyformedNASA,isinfullswing.Manyadvertisementsplayoffofpatrioticandspace-orientedthemesduringthisperiod.Beeradvertisingtodayreliesheavilyonslo-gansandjingles.Theuseofappealsbasedona“light”tastearealsocommonincurrentbeeradvertisements,thoughnotruelightbeerexistsotherthanUltra.

Outlook

Despitethelargequantityofdifferentkindsofbeeravailable to Americans at this time, most find it difficult todiscernonefromanothereasily.Mostlarge-scalebeersareproducedinnearlyidenticalways.Becauseofthis,whenbeerbeganbeingadvertisedontelevisioninthe 1950’s, most breweries differentiated themselves by creatingmoreimage-basedcampaigns.Majorcompeti-torshavealreadybuiltupbrandequitythroughtelevi-sion ads spanning the 1950’s. Michelob Ultra must differentiateitselffromallotherbeersadvertisingin1962 through its unique selling proposition.

Competition

Primary: Schlitz Beer

•Schlitzisoneoftheoldestbreweriesinthecountry. By 1962, Schlitz beer is a top seller and viewedasagoodyetaffordableworking-classbeer.Schlitzusesalong-runningslogan“ThebeerthatmadeMilwaukeefamous”inthemajor-ityofitsads.

•Strengths:Schlitzisaverypopular,nationallyavailablebeer.Theirmajorstrengthisheavyad-vertising,whichhascreatedalotofbrandequity.Atthistime,theyareusingimage-drivenadver-tisingwithathleticmen,howevertheyarealsoadvertising their beer as being “light.” It comes instandardcansandbottlesandisavailableatmostbars.

• Weaknesses: Despite advertising the beer as “light”, it is not truly a light beer. A scientifi-callydevelopedlightbeermayhavetrulyadverseeffectsonamajorpartofSchlitz’sadvertisingstrategy.

INDUSTRY OVERVIEW

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INDUSTRY OVERVIEW (Cont.)

Secondary: Hamm’s Beer

•Hamm’sbeerwasoriginallyaMinnesotabrandandbecameapopularnationalbrandby 1962. Hamm’s advertises heavily and playsoffofitsMinnesotaheritagethroughtheuseofsloganslike“Fromthelandofskybluewaters”injinglesontelevision.

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Product Overview

•MichelobUltraisadietbeerthatislowincaloriesandcarbohydratesinrelationtocompetingbeersinthemarket

•Theproductis4.1%alcoholbyvolume,withonly95calories, and it has only 2.6 grams of carbohydrates

• With a filtered bottle, the product contains Pale two-rowandMunichsix-rowbarley,selectgrains,allimportedhops,andapureculturedyeaststrain.

Michelob Ultra is a light beer that contains signifi-cantlylesscaloriesandcarbohydratesthanotherbeerscurrentlyonthemarket(i.e.Anheuser-Busch’scom-petitors). The product’s packaging gives the product alookofsupremacy.Thissuperiorityisevidentbytheproduct’slightformandgreattaste,aresultofMichelob’suseofselective,highqualityingredients.

Market Positioning (light taste)

MichelobUltrawillbemarketedtowardsconsumerswhoareconcernedwiththeirhealth.Thus,thelow-calorie,low-carbohydrateaspectoftheprod-uct will be emphasized. With a “diet beer” of this sort, marketing in this manner will be effective. We believe thisbecauseotherbeersofthiseradonotstressthenutritionalaspectsoftheirbeers.Michelob’scom-petitors’failuretoestablishabrandinlinewiththenutritionalneedsoftheconsumersopensthedoorforanewbrandcategory.Michelobwillinventthenewbrandcategory,“lightbeers.”

Michelob Ultra will be established as the first lightbeerandwillbemarketedassuch.Allcompeti-torsintroducinglightbeersintothemarketafterthispointwillbeseenascopycats.

The first benefit of a true “light” form is the taste element. Americansgenerallypreferasmooth,lighterfeeltotheirbeer.The“light”aspectoftheproduct’sformisalsoakeymarketingpointforhealthconsciousconsumers.ThelightqualityofUltrawillallowustomarketitasa‘dietbeer,’thebeerofchoicefortheactiveconsumer.

Historical OverviewHistory of Anheuser-Busch Co.

•1879:E.AnheuserandCo.changeditsnametoAnheuser-Buschin1879whenAdolphusBuschmarriedthedaughteroffounderEberhardAnheuser.Thecompany,nowthelargestbreweryintheworld,wasborn.Justoneyearlater,AnheuserdiesandBuschtakesthecompany.

• 1896: The Michelob brand was introduced. The beer was marketed as a fine draft beer for beer connoisseurs and servedonlyondraft.

• 1920: Prohibition begins and Anheuser Busch diversi-fies into other markets. The company produces ice cream, ginger ale, grape flavored sodas, root beer, truck and bus bodies,andmaltsyrupforthosewhomakehomemadebeer.

•19��:TheAnheuser-BuschClydesdalehorsesarein-troduced. Not long after, the company became the first brewerytosponsoraradionetwork.A2.5milliondollarcampaigncalled“Pick-a-PairofSix-Packs”becamethemostsuccessfulpromotioninthehistoryoftheindustry

•195�:ThecompanypurchasestheSt.LouisCardinalsbaseballteaminordertoappealtoayoungerandmoreac-tivedemographic.

• 1961: The Michelob brand begins producing the beer in adistinctteardropshapewithgoldfoilneck.Thischangemarks the first time the brand has ever been sold in any way exceptondraft.

SITUATION ANALYSIS

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Technological Advances

• 1881: First use of artificial refrigeration in the brew-ery

• 1913: Busch patents the first diesel engine and in-stalleditinthebrewerytoincreaseproduction.

• 1936: Budweiser beer is sold in cans for the first time

Product Scope

While Michelob Ultra is simply a bottled beer,parentcompanyAnheuser-Buschhashadahistoryofmakinguniqueinvestmentsinotherar-eas.Prohibitionandtwoworldwarshaveforcedthecompanytochangeitsproductofferings,forbetterorfor worse. During World War I, the company founded asubsidiarytoproduceenginesforAmericansub-marines. When prohibition rolled around, Anheuser Busch sensed the need for diversification, and the companybeganbottlingmaltsyrupforhomebrewers.In addition, they began producing other foods and bev-eragesincludinggingerale,icecream,root-beer,andgrapesoda.Additionally,AnheuserBuschhasformedsubsidiariestoproducetruckbodiesandrefrigeratorcabinets.

In World War II the company supplied the alliedforceswithammunitionhoists,whichwereproducedbyacompanysubsidiary.Anheuseralsoen-tirelysuspendeditsoperationsalongthewestcoastinordertoprovidein-usefreightcarstothearmyforwarsupplies.Onthehomefront,Anheuser-BuschdonatedspentgraintostrugglingfarmersintheU.S.

Later, in 1953, the company dove head-first into the sporting market. It purchased the St. Louis Cardinalsbaseballteam.Afewyearslater,in1957,BuschGardens,acompanyownedAdventurePark,wasopened.

All in all, a long history of diversification and generousdonationhelpstheAnheuser-Buschlabelcommunicateasenseoftraditiontoitsconsumers.Thissentimentoftraditiontranscendsthecompanyname and it leaks into every brand it produces. We expectMichelobUltratodoverywellworkingundertheirparentcompanyumbrella.

The General Market Ourtargetmarketsconsistofurban,young-adultandadultmenandwomenwholiveanactivelifestyle.Themenandwomeninourmarketareimageconsciousorotherwiseconcernedwithandmindfuloftheirphysi-calhealthandhowitisaffectedbytheirdietaryhabits.Dietaryhabits,suchascholesterolintakeandfatintake,areamajorpointofinterestforthetypicalAmericantoday.Arecentsurveyindicatesthataboutone-fourthofAmericanfamilieshavechangedtheirdietasaresultoftheongoingcholesterol scare. While the cholesterol scare is based on a longhistoryofresearch,carbohydratesappeartobeintheearlystagesofbecomingaconcernaswell.Recentstudiesindicatethatonecanreduceone’swaistlinebyengag-inginlowcarbohydrate,highproteindiets.Adietrichinproteininducesthebodytoastateofdiuresis,followedbyachronicstateofketosis,whichsuppressestheappetiteof the individual. We believe that carbohydrates have the potentialtobecomeahealthfactorforthehealth-consciousconsumer. We look at this feature as a key selling point of yourproduct.

Individual Market Segments

Primary Market Identified

Ourprimarymarketconsistsofyoung-adultmenprofessionalsaged18to30.Thesemenareimagecon-sciousandpursuenutritionalhabitsthatareconductivetothewell-beingoftheirphysicalhealth.Theytypicallyparticipateinsportingactivitiesandotherendeavorsinordertosatisfytheirthirstforrecreationalstimulation.Ad-ditionally,ourprimarymarketislocatedinprimarilyurbanmarkets.Inparticular,ourprimarymarketislocatedinthemajorcosmopolitanhubs(suchasNewYorkandChi-cago).Furthermore,thereisastrongconcentrationofourtargetmarketalongtheWestandSoutheasternCoasts.Wehavecoinedtheterm‘theHymadirs’topsychographicallycategorizethismarket.TheHymadirsstandsforHealthyYoungMaleAdultswithDiscretionaryIncomeforRecre-ation.

HISTORICAL OVERVIEW(Cont.) CONSUMER RESEARCH

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CONSUMER RESEARCH (Cont.)

There is sufficient evidence to believe that a light beer, which would be the first of its product type, wouldbesuccessfulintoday’sdayandagewithourprimarymarket.ThereisevidencethatcarbohydratesarebecomingadietaryconcernformanyAmericans.CarbohydrateintakeamongAmericanswashasbeenon a slow and steady decline from 1930 until this year.Additionally,scientistsdiscoveredinthelate1950s that an increase in calories from proteins and fats (instead of carbs) would lead to a decreased ap-petite.ThemagnitudetowhichAmericansactuallyareconcernedwiththeircarbohydrateintakeisratherlowatthispoint.However,otherdietaryhabits,suchascholesterolintakeandfatintake,areapointofin-terest for the typical American. We believe that, given thisatmosphere,wecanmakethemarketseethebenefits of a reduction in carbohydrate intake. We will highlight two strong benefits of a low carb beverage

• You can enjoy more beer without filling up• You can maintain a physically fit appearance

Secondary Market Identified Oursecondarymarketconsistsofolder,af-fluent men who are concentrated in the same urban ar-eas- Chicago, New York, Boston, etc. and the Western andSoutheasternCoasts.Thesemenareeithercloseto retirement or already retired. We have codenamed thempsychographictheGOLFers.ThisstandsforGarnered affluence, Older men, Late career or retired, Fun-seekers.Thesemenlivealuxuriouslifestyle,andtheylookforabeerwithboththereputationandthetastetomatchthatwayoflife.

Thusfaryourbrandhasenjoyedagoodreputationwiththismarket.Thetrickherewillbemakingthesecondarymarketseethenew,lighter,bottledversionashavingmaintainedthegreattasteofthetraditionaldraughtbeertheyhavegrowntolove.

Undeveloped Market Identified

Ourundevelopedmarketconsistsofyoungwom-en,eithersingleorjustrecentlymarried,wholiveanactivelifestyle.Thegeneralagerangeofthesewomenwouldbefromeighteentotwenty-eightyearsold.Thesewomen,stillbeingyoung,enjoygoingoutandhavingagoodtime,buttheyarealsoconcernedwiththeirdietaryhabitsasaresultof a desire to maintain a physically fit appearance. This marketaswellwillconsistofwomenfromthemajormet-ropolitancities,aswellastheareasborderingournation’seasternandwesterncoasts.

We believe that the nutritional qualities of Mich-elobUltra,suchaslowcarbohydrateandlowcalorie,willbe the major selling points for this market. It is a market thathasremainedlargelyuntappedupuntilthispoint.Nobeercompanyhasbeenabletoreachthiscompanywithagreatdealofsuccess.Themodernadvancementsofyourproduct,alongwithouruseindividualmessages,willhope-fullyallowustotapintothisunexploitedmarket.

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Advertising Goals

Short-Term Goals

•Createabrandcategoryforlightbeers

•Educateconsumersaboutthenutritionalbenefits of Michelob Ultra

•Highlighttheaspectsoftastethatarerel-evanttoourtargetmarkets•Createbrandawarenessfortheproduct

Long –Term Goals

•Createbrandloyaltyamongourcustomers

•Regularconsumptionoftheproduct

•Long-termeducationandemphasisantheaspectsoftheproductthatmakeittheleaderinthecategory

Quantified Expression of Goals

SeeChart:NextPage

ADVERTISING STRATEGY

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Product Positioning

MichelobUltrawillbeextendedtoeveryoutlet that sells alcohol. It will be at all major grocery stores,gasstations,andliquorstores.TheproductwillalsobeavailableatspecialeventssuchasMajorLeagueBaseballgamesaswellnationalamuse-mentparksandstatefairs.Asbrandawarenessandconsumptionoftheproductincreases,MichelobUltrawillbecomeavailableatnationalrestaurants,aswellasbarsacrossthenation.

Product Differentiation

OurmaingoalistocreateabrandcategoryforlightbeersbycreatingbrandawarenessforMichelobUltra.Furthermore,wewillestablishitasthe leader in its category. Increasing consumption oftheproductgoeshandinhandwiththeseobjec-tives.BypromotingMichelobUltraasalow-carbo-hydrate,low-caloriebeerwithalighttaste,thisnewbrand,whichhascreatedanewcategoryofbeers,shouldcreateabuzzamongstourtargetmarket.TheSpace-Raceelementbehindthecreativecopyshoulddrawattentionbecauseofitsrelevancewithourtimeperiod. It will help to create brand awareness and brandloyalty.MichelobUltrawillbepresentedasahighqualitybeerthatispricedcompetitivelywithitscompetitors.Thatwehaveestablishedlightbeerasanewcategoryisakeysellingpoint.Ourunprec-edentedproductwillhitthemarketwithabang,anditwillstayatthetopofitscategoryasthekingoflightbeers.

Classification, Packaging, Branding

• Michelob Ultra will be classified as a premium lager that is the first beer in the “light’ category

•Packagingwillremaintraditionalandeasilyrecog-nizableduetothegoldfoil-stripedlabel

•Theproductwillcomeinstandardambercoloredbottles.

•Thebottleswillbepackagedinsix-pack,cardboardholderscarryingoverthebrandcolors(blue,red,andgold)

•Brandingoftheproductwillappearoneveryaspectoftheproduct,thisincludesthebottlecap,thebottleitself,thewrapperonthebottle,andeachsideofthesix-packcardboardholdersaswellasbothsidesofthehandleontheholder

Prospective Buying Influences

ThebiggestsellingpointthatMichelobUltrahasisits“light”status.Thelightqualityofferstheconsumeranalternativetothetraditional,highcalorie,highcarbohydratebeer.Theseconventionalbeersareviewedas‘heavy’bymanyAmericans.Alightbeerwithalighttasteservespeoplewhoarelookingforahealthier beer. It also serves consumers who are sim-plylookingforalightertastingbeer.Anotherstrongselling point is the high quality of the product. With premiumingredientsandpackagingtheproductstandsoutasahighqualityproductthatissimilarlypricedtoitscompetition.Thiscompetitionrangesfromhighlyestablishedbrandswithhighprestigetobrandswithmoreofa“workingclass”image.Theproductisreadilyavailabletothepublicwhichmakesitconve-nienttopurchase.Theprioritizationofthedifferentmarketstakesthelogicalcourseintheformofprimarymarket, secondary, and finally the potential market.

ADVERTISING STRATEGY (Cont.)

1�

Through our advertising copy and artwork we hope to portray Michelob Ultra as a premium lager ,with appeal to a wide array of consumer target groups including young men 18-30, older affluent men and working women. Our copy and art elements will suggest Ultra is the patriotic, progres-sive choice among discerning American beer drinkers.

Copy

Depending on the specific target demographic our copywillstressourthreecommonthemestovariousdegrees:

•Space-agepatriotism•Technology • Health and fitness

Copy elements:

•MinimalcopysuggestingthemeslongassociatedwithbeeradvertisingintheUnitedStatessuchaspatriotism, fitness and improved technology and flavor. TheadswillappealtoabroadrangeofAmericansbybringingintheconceptofthespaceraceandAmericansuperiority.

•Appealalsocomesintheformofcopystressingthescientific approach taken to creating the first true light beer and the benefits (a beer that is flavorful but with less carbohydrates and less filling than competitors) to theconsumer.

•Ourcopywillhaveaspectsofimageandreasonwhy advertising. We will use image advertising to projectasenseofAmericanaandreasonwhyadvertis-ingtobringthetechnologicaladvancesassociatedwithatruelightbeertotheattentionofourtargetaudience.

•Thekeysellingideaofourcampaign’scopywillstressthatMichelobultraisabeeraheadofitstime,abeerforthespaceage.TheUSPisbuiltrightintotheproduct, the fact that it is the first true light beer in the world.

Art

Visual Appeals

Allofouradswillexhibitacommonvisualstyle.Foreachofthetargetgroups,wehavecreateddifferentborderswithinwhichweplacethecontentoftheads,usuallyapicturewithsomeshorttext.Ourvisualswillcarryovereye-catchingdetailsfromtheproduct’spackagingitself.Forexample,inouradsforourprimarymarketwewilluseaclassiccharcoalbor-derwithimagesreiteratingthebrand’sconnectiontothespaceageaswellascolorsfromthebottle’slabel.Oursecondarytargetadswillfocusongolfimagerywhilealso carrying through the color scheme of the bottle. In ouradstargetingthe“workingwoman,”wewilluseagoldbordermirroringthegoldfoilontheMichelobUltrabottle’slabel.

Layout

Eachofouradswillcontainabordersur-roundingalargeimageandminimalamountsofcopy.OurcopywillprimarilystresstheUSP,thoughforthemostpartouradsareimage-driven,takingcuefromtheimportantchangesoccurringwithintheadvertisingindustryatthistime.

Packaging

Ourpackagingwillremaintraditionalandeasilyrecognizableduetothegoldfoil-stripedlabel.It will come in standard amber-colored bottles. The bottleswillbepackagedinsix-pack,cardboardholderscarryingoverthebrandcolors(blue,red,andgold

CREATIVE STRATEGY

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MEDIA

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Media Plan

Our media plan is to specifically target our threeparticulartargetmarkets.Themajoremphasiswill be on the primary market, the Hymadirs. We will reachthesetargetmarketsbyusingnationallycirculat-ed print sources and radio programs that have identifi-ableaudiences.Thoughourgoalisnottocompletelysaturatethemarket,wewillhavealimitednumberofadsthatwillappearonwidelyviewed,mass-marketspotsthatareviewedbyasolidportionofourwholemarket.Furthermore,wewillsponsorsportingeventsthatarepopularamongtheHymadirsandGOLFers.Despiteasolidbudgetbeingallowedfortraditionalmassmedia,agoodportionofthebudgetwillbereservedforuntraditionalpromotionaswell.

Traditional Mass Media

Nationally Circulated Magazines - 40%

We have chosen to put a heavy emphasis on nationallycirculatedmagazinesbecauseoftheirabilityto efficiently segment the market. Using magazines, wewillbeabletoindividuallytailorourmessagesso that they appeal to the specific market that we aim to reach. We have chosen these magazines in part becauseoftheirpopularitywiththethreeparticularmarkets.Afewexamplesofparticularmagazinesthatwehavechosentouseforeachmarketareasfollows.

• Primary Market: Playboy, Sports Illustrated, True

•SecondaryMarket:Fortune,TheNewYorker,SportsIllustrated

• Undeveloped: Cosmopolitan, Vogue, Sports Illus-trated

Tradejournalshaveplayedafactoraswell.Forexample,arecentAdAgeinformedusofthetypicaldemographicandpsychographicwhoregularlyreadsSports Illustrated It matched up well with our precon-ceivednotionsofthemarketsforMichelobUltra.Thus,thetradejournalssetusupforamatchmadeinheaven.

Sports Illustrated will, in fact, be one of the mostwidelyusedmagazinestodeliverourmessagebecauseofitsastoundingabilitytoreacheachandevery one of our target markets. In Sports Illustrated our agencywillaimtoadvertisetothetargetmarketasawhole.Thisisduetothefactthatnotoneparticulartar-getmarketthatweaimforistheaudienceforit.Rather,a decent portion of all our specific target markets read thismonthlypublication.Thepromotionalreleasesumsup the great opportunity that we see in Sports Illustrat-ed.“Forevery�malereaders25-54,thereare2womenreaders in this age bracket…85% of SI heads of house-holdareinbusinessorotherprofessions.Twothirdsof those are executives, managers or dept. heads…SI families entertain greatly. 85% of SI households drink orservealcoholicbeverages.1in5ofthosebuysthecase.”LaunchpadCommunicationsseesnoreasonthatUltrashouldn’tbecomethecaseofchoice.

Television – 20%

• Ads – 15%: Specific shows on primetime NBC• Sponsorship 10%: World Series, The Masters Golf Tournament

MEDIA

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Theadsthatwechoosewillbeplacedontelevisionprogramsthatareviewedbyamassaudi-ence,withalargeportionofthatcomingfromourmassmarkets.Theseadswillrunsparinglyduetotheir high cost. We have decided to run our advertise-mentsonNBCduetoNBC’sstandingasaharbingerofmodernity.NBC’spositionattheforefrontoftechnologicaladvancementinthetelevisionindustry,signified by its progressive shift to programming in color,isinstepwithMichelob’spositionatthefore-frontoftechnologicaladvancementinthebeverageindustry.Aselectnumberofspotswillrunonwidelyviewed,primetimetelevisionshowsthatarewatchedbyasizeableportionofourtargetmarketssuchasBonanza,LaramieandtherecentlyintroducedJohnnyCarsonShow.

Additionally,wewillsponsortwosportingevents on television. The World Series will be viewed byalargepercentageofourtargetmarketandasizeablepercentageofoursecondarymarket.Alterna-tively,oursecondevent,TheMasters,willbeviewedbyalargepercentageofoursecondarymarketandarespectablepercentageofourprimarymarket.

Radio – 15%

Themediumofradiowillbeusedinordertoreachourtargetmarketsontheirfavoredprograms,similar to our strategy with magazines. We plan to put thebulkofourradioadvertisementsonairatthreedistincttimeslots.

The first two timeslots will be approximately 8:30-9 am and 5-5:30 pm. During these timeslots we willbeabletoreachboththeprimarymarketandtheundevelopedmarketastheyaretransportingtoandfromwork.

Thethirdtimeslotwillbearound11amto1pmintheafternoon.Theseadswillplayonthenewsand talk shows that the older affluent generally listen tothroughouttheirday.

The benefits of radio are similar to those of magazines. We can effectively seg-mentthemarketandnarrow-castourmessagesto each of our specific markets.

Outdoors/Nontraditional

Outdoor – 5%

OutdoorpromotionswillensurethatawarenessofUltraisincreasedinthemajormetropolitanareasthatwearetargeting.Duetoourfocusonmajorcosmopoli-tancities,ourmarketsarecontainedinafairlydensemanner.Thus,wecaneffectivelyreachasizableportionofthemwiththeseoutdooradvertisements.Aheavyfocusofthisoutdoorpresencewillbeonspreadingthewordaboutthevariouspromotionalandnon-traditionalmarketingeventsthatwehaveplanned.

Unconventional/Event Marketing – 20%

OuragencywillusemanyuntraditionaltacticsinordertospreadthewordaboutMichelobUltra.Aheavyemphasisneedstobeplacedonthecarbohydratefactor, and the resulting health benefits of a reduction incarbohydrateconsumption.However,seeingthattheAmericanpubliciscurrentlysomewhatunawareofthishealthfactor,wewillhavetopromoteawarenessandcreateintrigueamongtheAmericanpublicbytalkingtothemthemosteffectivewaythereis–facetoface.We will stage numerous unconventional promotions at targetcitiesleadinguptotheproduct’slaunch,andwewillcontinueselectedeventsforacouplemonthspastitsrelease.

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In order to successfully integrate a twenty first century brand based on a flourishing diet trend into the 1962 consumer goods marketplace, substan-tial promotional efforts will be necessary. In addi-tion to our advertising, which seeks to subtly and creatively show the consumer that Michelob Ultra is a technologically superior beer, our promotional efforts will inform the consumer as well as create a greater awareness of the product. Our promotional efforts will take cues from Anheuser-Bush’s promotional history for inspiration on new ideas.

Our advantage in working under a long-standing par-ent company umbrella –

…We Know What Works.

Refunds or Rebates

After prohibition ended in the 1930’s, Anheuser-Bushwasfacedwithconsumerswhowerehesitanttoreturntothetasteofbittercommercialbeer. Instead, these consumers favored their home grown flavors. As we attempt to introduce a low-car-bohydrate beer in 1962, we are faced with a similar problem.Consumersmaybehesitanttotryabeerwithanew,‘low-carb’taste.TosolveitsproblemaftertheDepression,Anheuser-BuschusedacampaigncalledtheFive-DayTest.Thiscampaigninformedthecon-sumerthathe/shewouldpreferthetasteofBudweiserbeertotheirownrecipe.Thecampaignsaidguaran-teedthecustomerwouldappreciateBudweiser’stastewithin 5 days. We would like to revive this campaign. We will promise the consumer that if he/she does not feel better about his/her body and health after five days ofdrinkingMichelobUltra,wewillrefundhis/herpurchase.

Waist Race

TosurroundthelaunchofMichelobUltra,we’dliketodevelopanon-traditionalpromotionaleventforourthird,undevelopedmarket-thatoftheyoung,active,femaleworker.Thisisthemarketthatwherein we will stress the product’s health benefits. We willpositionMichelobUltraasthebeerthatismostconducive to a slimming diet. The “Waist Race” is simplyacleverstrategy-themednamethatwewillgivetothisnational,health-associatedevent.

Beach Teams:

TheAnheuser-Buschcompanyhasexperi-enced great success targeting specific demographics. Thecompanyhiredonehundredcollegegraduatestopromote Anheuser-Busch beer on college campuses. It resulted in a significant sales boost for Anheuser-Busch beer.Thatresultingsalesboosthasinspiredustorevivethiscampaignforthepresentday.Ourproductisalow-carbohydratebeer,anditisfavorableforanactivelow-calorielifestyle.Thus,itshouldbepromotedatlocationswherepeoplelivethelifestylethatweencour-age.Beachesareperfectlocations.Therearemanybeaches that are specifically popular with the young adultmalesofourprimarymarket.Themenatthesebeachesaregenerallyfairlyconcernedwiththeirphysi-calappearance.Thus,wetrustthattheywouldbeac-ceptingofnewproductsthatwouldhelpthemtobettertheir appearance. We will hire beach teams to promote ourproductattheselocalesthroughoutthecountry.

PROMOTIONS/PR

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Ball Teams

TheAnheuser-BuschacquisitionoftheSt.LouisCardinalsbaseballteamin195�provedtobeanexcellentinvestment.BaseballisoneofAmerica’sbiggest sports, and the World Series is one of the biggestgatheringsofsportsfansinasinglelocationintheworld.Asweattempttopromoteahealthylife-stylebeer,feweventsexpressourbrandimagemorethoroughly than a sporting event like the World Se-ries.Streetteamswillpromotethebeerandtheactive,healthyMichelobUltralifestyletoademographicthatisalreadyappreciativeofthesevalues.

Taste Testing

We believe that Michelob Ultra offers a full, richtaste,justlikeotherlightbeersoutsideofitscategory.Toproveit,wewouldliketohosttastetestson beaches and at outdoor events like golfing tourna-ments and firework displays over the summer of 1962. Consumerswillbeaskedtotrythreecupswithonebeerineach.MichelobUltrawilloccupyonecup,ourclosestcompetitor’sbeerwilloccupyanother,and regular Michelob beer will occupy the final cup. If the consumer can differentiate between the beers successfully,wewillawardthemfreeMichelobUltra.We intend for this promotion to create significant buzz asitchallengesandinvolvestheconsumerinaplacethatfacilitatesviralmarketingamongourtarget

NASA Sponsorship

Last,butcertainlynotleast,isMichelob’ssponsorshipoftheNASAMercuryprogram.Ourentirecreativecampaignrevolvesaroundthespaceracementality,presentinthemindsofconsumersthroughoutmostofthe 1960’s. We have found the intensity of this sort of historicaleventiseasilyrelatabletotheintroductionofMichelobUltraintothemarketplace.AmericancompetitivespiritishighasweareattemptingtobeattheSovietsinachievementsinouterspace.Mich-elob Ultra has a similar “race” competitive spirit. It is proud to be the first low carbohydrate beer in the marketplace.

If you add in the “weightlessness” aspect of it being a trulylightbeer,youhavealltheingredientsforasmashpromotionalcampaign.Bysponsoringtheprogramandastronauts,suchasJohnGlenn,MichelobUltrawillhavefoundawaytoaffectivelypositionitselfasagenu-ine,historicalbrand.

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NON-TRADITIONAL/PROMOTIONS TEASER BILLBOARD “AHEAD OF ITS TIME” 20

NON-TRADITIONAL/PROMOTIONS WAIST-RACE SHELTER POSTER “PREPARE FOR THE GREAT TAKE-OFF CHICAGOANS” 21

PRIMARY MARKET PRINT

“WELL FELLAS, LET’S SWING IT BACK TO NEW YORK” 22

PRIMARY MARKET PRINT II “NOT EVERYONE CAN GET THERE FIRST” 2�

SECONDARY MARKET

“FOR THE FIRST TRUE LIGHT BEER OF YOUR ERA” 24

SECONDARY MARKET II

“LOOK FOR THE GOLD STANDARD” 25

UNDEVELOPED MARKET

“THE NEW ULTRA: FIT AND FUN” 26

APPENDIX

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TRADE JOURNALS/ SUPPORTING DOCUMENTATION

Advertising Age: April 9, 1962. Volume 33. Issue 15. Advertising Age: April 2, 1962. Volume 33. Issue 14. Advertising Age: April 30, 1962. Volume 33. Issue 18. Advertising Age: May 14, 1962. Volume 33. Issue 20 Advertising Age: June 11, 1962. Volume 33. Issue 24 Advertising Age: November 17, 2003. Vol 74. Issue 46. Brandweek: January 27, 2003. Volume 44. Issue 4. Brandweek: 1/29/2007, Vol. 48 Issue 5, p6-6, 1/2p, 1c Marketing Week (01419285); 7/31/2003, Vol. 26 Issue 31, p5, 1/5p Marketing Magazine. 6/23/2004, p9-9, 1/9p 7 Mar. 2007 <http://www.benekeith.com/beer/brands/30>. Marketing Magazine: 5/25/2005, p6-6, 1/8p

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“Nielsen Average Audience.” Advertising Age. July 2, 1962. Vol.33/ No.27. Advertising Publications, Inc.

“Sports Illustrated Audience: Statistical Characteristics.” Advertising Age. July 30, 1962. Vol.33/No.31. Advertising Publications, Inc.

Raykowski, Laura K. Popular Diets: “What Practitioners Should Know.” Nurse Practitioner. Oct. 2006, Vol.31 Issue 10. pp.55-57.

Roth,Dennis.“America’sFascinationwithNutrition.”FoodReview. Vol.23, Issue 1.

D’Arcy Advertising Collection. Reel #216, 1962.

BeerCommercials:Falstaff,Miller,Blatz,Hamms,Jax,etc.Videocassette.Holly wood’s Attick, 1996.

Miller, Carl H. “Beer and Television: Perfectly Tuned In.” All About Beer. Jan. 2002. 27 Mar. 2007. http://www.allaboutbeer.com/features/226%20beerandtv.html.

Greyser, Stephen, Robert P. Hyde, David W. Nylen, Richard F. Spears, and BurleighB.Gardner.“TheCaseoftheBefuddledBrewers.”HarvardBusiness Review 39 (1961): 136-154. Business Source Complete. 28 Mar. 2007.

Anheuser-Busch. 27 Feb. 2007 <http://www.anheuser-busch. com/our_company/history.html>

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