Gotta love internet reactionaries. News broke earlier this week that Budweiser would be retiring their iconic Clydesdale horses and will not be using them in their holiday and Super Bowl ad campaigns in an effort to “better connect with millennials.”
The self-styled King of Beers is reportedly reworking its marketing campaign in a bid to remain relevant as craft beers capture the attention of drinkers.
The company is looking to stem the falling sales of its title offering — and is turning to younger drinkers for its best chance, banking on a new advertising campaign to bring that strategy to the market, The Wall Street Journal reports.
The new commercials that focus exclusively on the 20-something age bracket this holiday season. A new ad campaign will feature young drinkers answering the question: “If you could grab a bud with any of your friends these holidays, who would it be?”
That will lead the way for the brand’s bigger marketing push, which includes food festivals and a two-day concert in partnership with Jay Z in Philadelphia that was started in 2012.
Despite falling sales since the late 1980s, Budweiser is still as strong and recognizable as ever. The attempt to modernize their marketing is simply in an effort to bring young booze hounds back from the evil clutches of craft beers, and back to good old fashioned American beer.
The clydesdales aren’t going anywhere, according to Budweiser. They are even featured prominently in Bud’s most recent holiday ad:
Here’s the release from Budweiser:
Hold Your Horses: Budweiser Clydesdales Are Here to Stay
ST. LOUIS (Nov. 25, 2014) – Don’t believe everything that trends. The Budweiser Clydesdales are not going anywhere.
“We are excited to see exactly how much the Clydesdales can still touch the hearts and minds of our passionate fan base,” said Brian Perkins, vice president, Budweiser. “There have never been any plans to remove our beloved Budweiser Clydesdales from our brand identity. In fact, we can confirm they will return to the Super Bowl in 2015. And they are stars of our new online holiday campaign that has been in production for months.”
The Budweiser Clydesdales can be found giving folks a safe ride home in a new video promoting responsible drinking during the holidays. The content can be found here.
“Let me be clear,” added Perkins. “Straight from the horse’s mouth: The Budweiser Clydesdales are here to stay and will continue to play a central role in our campaigns, including holidays and Super Bowl. They represent the quality and heritage of the No.1 full-flavored lager in America.”
So chill, America. Budweiser’s beautiful, beer delivering horses are going to be around for a long time.
Image via Wikipedia Commons