Report: Budweiser's Iconic Packaging Fails to Maintain Brand's Buzz

TV ads, other marketing efforts soar while in-store perception sinks

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When people walk into the market to pick up supplies for a weekend get-together, they often think of Budweiser as an energetic, fun and friendly beer brand—until they hit the beer aisle. Those perceptions take a nosedive when shoppers see Bud’s red 12-pack next to all the other beer brands, according to a newly released audit of major beer brands by Affinnova, a market research firm.

Despite its iconic packaging, Budweiser fails to receive even an average level of attention on the shelf, and its package design significantly lowers its brand perception, according to the survey of 450 consumers this year.



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