Bud Image Upper: Free Beer!

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By Karen Schwartz Comment

Fighting a decrease in brand loyalty and slipping sales, Budweiser’s putting an image upper on tap, USA Today reports. It’s targeting the under-30 set with a campaign starting Monday that looks to “reignite interest from younger drinkers with an image upgrade and a reintroduction via sampling.”

The slogan: “Grab some Buds.” The plan: on the 29th, it will roll out free samples “in trendy bars and eateries.” Anheuser-Busch plans to hand out 500,000 samples by mid-October, and also up visibility with a Facebook partnership that gets users free beer on their birthdays (22 and up), among other strategy pieces.

The article reports Bud unit sales down 9 percent last year and this, and its ranking among national product brands slipping from 16th in 2003 to 220th in 2010.

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