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Anheuser Busch Clydesdales

In: Business and Management

Submitted By kenwatson2
Words 474
Pages 2
Baker Formula Essay

English 101 Section 804 / Research and Writing

February 12, 2013

Have you ever wondered what it would be like to spend 4 million dollars? Let’s say you did and with that purchase, you got 18 hands, 6 feet and only 30 seconds to be part of it. You would have just felt like a marketing executive at Anheuser-Busch Brewing Company, the maker of Budweiser beer. The marketing department purchased a commercial spot during the 2013 Super Bowl with its iconic mascot, a Clydesdale horse. The interesting history of this company along with the characteristics of its iconic mascot and the amounts of money to advertise during the Super Bowl is amazing.

First of all, the Anheuser-Busch (Budweiser) Company adopted the Clydesdale horse during the depression, around the 1930’s. August A. Busch, Jr. presented his father, August A. Busch, Sr., with a gift. It was a Studebaker beer wagon with a perfectly conformed six horse hitch of Clydesdales (Wikipedia 2013; http://en.wikipedia.org/wiki/Budweiser_Clydesdales). The Clydesdale horses are mostly used in exhibitions and parades because of their size and grace.

Secondly, is the main characteristics of these massive animals are their colors. There are different shades of Bay, Brown, Chestnut and Black predominantly, but with a white underbelly as well as a white feather (long hair) over their ankle to their hooves (Wikipedia 2013; http://en.wikipedia.org/wiki/Budweiser_Clydesdales). Their average growing is over 2,000 pounds and stand 18 hands (6 feet) tall; they are known for their grace and to become part of the Anheuser-Busch family is specific. The Clydesdale horse must be at least 4 years old, stand at least 18 hands (6 feet) and weigh between 1,800 to 2,300 pounds. The required color is Bay (a reddish-brown coat) with the mane and tail being black. They must also have four white feet and a blaze of white on the face (Budweiser; http://www.budweiser.com/en/us/#clydesdales/all/).

Lastly, the amount of money that Anheuser-Busch paid for just a 30 second commercial spot during the 2013 Super Bowl could be one of the reasons for their success. The company had 5 out of 6, of all the beer commercials advertised. An executive at Anheuser-Busch said the Super Bowl commercial to name the Clydesdale colt, did generate over 60,000 tweets, Facebook comments and other messages. The colt was named Hope, after being the most popular name generated through social media efforts.

A company needs a rich history and lots of money for advertising, and a cute mascot to make a lasting impression on consumers. Choosing the best time to execute such a plan would be during the 2013 Super Bowl with an estimated 108.4 million people watching (Nielson Ratings 2013); this is a marketing executive’s dream.

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