Budweiser launches new ad campaign

Budweiser is launching a major UK-only ad campaign to bring out the core values of the brand.

True Dedication will focus on the care that goes into making Budweiser, highlighting its history and provenance.

It is a move away from recent ad campaigns that have highlighted the drink in social environments.

Details of the TV and print campaign have yet to be revealed, but an on-premise sampling targeting 50,000 consumers is already underway.

In a twist, consumers will be given unbranded bottle and encouraged to sample the beer inside, receiving tasting guides and information about the beer.

The brand's name will be revealed via a text message, once the consumer sends a message to the text number printed on the label, helping them "rediscover"​ Budweiser.

Budweiser UK marketing director Vicki Kipling said: "There is a lost generation of Budweiser drinkers who haven't heard the story behind its quality and authenticity.​

"Budweiser was first brewed in 1876 and today continues its legacy as a great-tasting, premium beer.

"We are celebrating our proud heritage and commitment to quality with the new campaign.

"The marketing activities will help consumers and our trade customers appreciate the effort we put into every bottle."

Additional customer support includes branded content on plasma screens, displays and PoS.