King of Beers, Budweiser captured the hearts of their target customer beautifully on its YouTube channel. The video uploaded does not try to sell, but instead, shows the brand cares about its customers by encouraging them not to drink and drive. Its message was that #friendsarewaiting. The video shows a likely customer of Budweiser, a young male, who does not have a child or spouse, but instead with a dog. It first shows them growing up together. It shows the young male leaving to have a night out with friends. The dog waits for his owner to come home and is saddened to see that he has not come home the same day. He then arrives the next day and apologizes to his dog and explains that he slept over a friends house because he realized he should not drink and drive. Reactions to the video by social media users: That was so so sweet!!!!! I was a lil worry at first for the dog. Sniffles Heart strings officially tugged. To all you drivers, please dont drink and drive :( #Budweiser #DrunkDriving #FriendsAreWaiting #Sad #FeelingBad #Dog #PuppyLove A pretty good campaign. This can make you shed a tear or a 1,000. #budweiser #dogs #mansbestfriend #drinkresponsibly The use of mans best friend was impeccable and shows the softer side of Budweiser. It connects beautifully with the target customer as their target customer most likely does not have anyone living with him, and if he does, its probably a pet. This also resonates with the female demographic as females now associate a caring young male and his dog as the main customer of Budweiser. They now associate this caring young male, cute dog with Budweiser. Budweiser can now capitalize on this momentum and focus on females as the secondary segment.
Posted on: Tue, 30 Sep 2014 00:41:49 +0000
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