mokuso /mohk-so/ - Meditation or meeting of the minds.
This is an open forum about the world of marketing. Please feel free to visit, comment, or post.
I really want to touch down on this topic for a variety of reasons but most importantly because of the big step that A-B is taking. By moving into the "content creation" market, they can focus on online shorts and commercials. Ad Age reports:
"The country's largest brewer is launching its own in-house film and TV production company that will make humorous shorts and sitcom-type programs to be broadcast over the internet and to cellphones, according to four people familiar with the matter, and could branch into full-length films."
A-B is widely known for their successful Bud Light commercials, and for their 'slightly more serious' Budweiser commercials. A-B is a pioneer in the advertising industry for a variety of campaigns but in the limelight would have to be their "Real Men of Genius" campaign that they recently resurrected. I have no doubts that they will integrate these campaign efforts across all marketing channels and really capture their target demographics.
The biggest challenge that they'll be facing will undoubtedly be the management of both sides. This is a big gulp for the market leader but they cannot afford to lose attention on this highly elastic industry. Coors and Miller will be keeping close on A-B to see if they falter and patiently waiting for the opportunity.
I'd like to see this in full fruition to really see the success that A-B will definitely achieve. As mentioned, they will be under the spotlight over the next year or so and expect this to be in full swing by this season's Superbowl. I for one am a High Life fan but I'm looking forward to A-B's success.
