1. ROLLOUT PRESENTATION
Last Updated

2. Opportunity
Brand Concept
Target Consumer & Occasion
Packaging
Research Findings
Marketing Plan
Timeline
Q&A

3. Why Bud Light Platinum?
Bud Light Platinum has the opportunity to deliver on the experiential consumer mega trend by delivering a distinctively smooth light beer in a sleek & unique cobalt blue bottle
Consumers are seeking experiential brands that are tied to positive past experiences yet are also in-tune with where they are now
Consumer Demand
Consumers are choosing authentic, yet savvy, unique and image-driven beer brands in “Party Time” occasions
Fit with Occasion
Product Fit
Cobalt-blue bottle, unpretentious style, unique 6.0%ABV light beer with a savvy and clever brand voice
Brand Building
Broaden the reach of the Bud Light brand with Trendseeker and Aspirer consumers in higher-end “Party Time” & “Proving Myself” occasions
There is an opportunity for Bud Light Platinum to capture “Party Time” volume where image, connection, taste and ABV play a large role
Opportunity

4. What is Bud Light Platinum?
Product profile
A unique 6%ABV light golden lager that is triple-filtered to deliver the signature smooth Bud Light finish. (3.2 version of beer is also available)
Point of Difference
A distinctively smooth 6.0% ABV light beer in a unique cobalt blue bottle
Shelf life
180 days, Julian Dating
Consumer Target
21-34 year old Trendseeker & Aspirer consumers who are seeking distinctively savvy yet unpretentious brands.
Need State
Perfect for consuming with friends in higher end occasions (Party Time & Proving Myself)

5. Who Are “Our People”?
21-34 year old Trendseeksers & Aspirers who are “Inbetweens” in age & in mindset
“I'm 26, and I feel like I'm still in beta.”
Ask Redditt
“I feel like I’m stuck between floors in an elevator, trapped in this limbo between being an adolescent and being an adult. I still want to have fun, but I’m supposed to be a ‘grown-up.’”
Sales associate, 25, separated, Ohio
“Being a twenty something is a time when everything in life is uncertain. I feel like the rug is constantly being pulled out from under me.”
Executive administrator, 24, single, Minnesota
“A twenty something is
someone who is constantly evaluating and analyzing his or her life and continually coming up with the answer ‘I don’t know.’”
Product manager, 26, recovering from a breakup, California
Our in-betweens are actively pursuing experiences & exposure, and we will help them celebrate their trials and accomplishments
LDA
Adulthood

6. Target Consumers Trendseekers Aspirers Quick Snapshot Beer Preference
Co-ed, Grey Collar, 28-34
Successful & trendy individuals with active social lives who are concerned with the image they portray to their peers.
Co-ed, Blue Collar, 21-34
Aspirers (more than half of which are Latino) seek a better life for themselves and their families, like to party and are concerned with the image they portray to their peers.
Beer Preference
Seek sweeter tasting beverages, and likely to explore a wider variety of beer styles and balance beer consumption with both wine and spirits.
Alcohol choices are influenced by brand image –brands often chosen to demonstrate sophistication.
Prefer alcohol with a sweeter taste. These drinkers find the taste of regular, mainstream beers and some imports to be too bitter or strong.
When choosing alcohol, brand image and fitting in with the crowd are important.

7. What is “Our Moment”? Up-tempo Moments for “Our People” that are:
Unapologetic
Confident
Playful
Indulgent
Savvy
Enlightened
Surprising

8. Positioning Premium Spirits & High Light Beer end Beer
Bud Light Platinum creates a brand new category of premium light beer – one that delivers bold, smooth and effortlessly sophisticated products with light beer’s signature fun, social personality.
Premium
Light Beer
Spirits & High
end Beer
Approachable & Fun
Pretentious & Aloof
Refreshing
Extreme flavor
Casual occasions
High end occasions
Co-ed with Male skew
Co-ed
Stylish &Savvy
Yet
Approachable & Social

9. Packaging
Bud Light Platinum’s packaging communicates all the key Bud Light attributes while over-performing in key measures like “innovative” and “worth paying more for”
For both men and women
Bud Light Platinum packaging communicates all of these key attributes on par with the Bud Light parent brand…
For drinking with friends
Easy to drink
A brand for someone like me
Very refreshing
Smooth tasting
Helps make a good impression
…while also communicating key incremental attributes even better than Bud Light
High Quality
Innovative
Attributes highlighted in yellow are ones where Bud Light Platinum packaging outperformed Bud Light parent packaging with a statistical confidence level of 90%

10. Planned 2012 Packaging Evolution
Bud Light Platinum’s launch will focus on its iconic cobalt blue bottle. 12 packs and 24 packs of 8oz cans will launch May 2012 to support summer selling.
Pack Mix Evolution Planned for 2012
Packaging
Available January 30, 2012
Available May 2012
12 oz.
6-pack
12-pack
FPO - Packaging Not Yet Finalized
12 oz.
6-pack
12-pack
8 oz.
12-pack
24-pack

11. Fit With & Impact on Bud Light
Bud Light Platinum was perceived by consumers as a logical line extension from Bud Light, and it generally improved their perception of the Bud Light brand
DOES PLATINUM FIT AS A BUD LIGHT LINE EXTENSION?
Consumers interested in the concept viewed it as appropriate for Bud Light to make Bud Light Platinum
89% reported it was “very appropriate” or “somewhat appropriate” for Bud Light to make Bud Light Platinum
9% were neutral; 1% reported they felt it was inappropriate
Even those not interested still understood the appropriateness of the Bud Light connection
Only 11% reported they felt it was inappropriate for Bud Light to make Bud Light Platinum
EFFECT ON BUD LIGHT
For consumers interested in the concept of Bud Light Platinum, the product improves their perception of the Bud Light brand
85% reported it gave them a “much better” or “somewhat better” perception of the Bud Light brand
14% reported it did not affect their perception; 1% reported it gave them a worse impression
Even for those not interested, their perception of the Bud Light brand was not negatively affected
91% of those who weren’t interested in the idea still said it either gave them a better perception or didn’t change their perception of the brand
Source: Internal Market Research; September 2011

12. Key Research Findings
A key driver for our target consumer is delivering a brand that inspires them and celebrates where they are in their life right now without being pretentious
Bud Light Platinum benefits from:
The authenticity and social nature of “Bud Light”
The iconic cobalt blue bottle & stylish packaging
A surprisingly smooth & drinkable taste profile
Bud Light Platinum can “own” the celebration of where “our people” are right now in their lives by delivering a distinctive-tasting beer with sleek, trendy packaging that is still drinkable, social and unpretentious
Bud Light Platinum has the potential to cast a positive halo on the Bud Light family by increasing the mega brand’s share in higher end occasions

13. 360 Marketing Plan Media / Digital Retail Programs POS/PPG
Marketing Support equal to Bud Light Lime launch
Heavy national media to build awareness and drive trial
Focus on digital to reach trendsetter and aspirer targets
Retail Programs
Retail programs to support trial, displays & ad features
POS/PPG
Full line of merchandising and branded products to support sampling, distribution, displays and promotion
National sampling program
Support trial of Bud Light Platinum
Public Relations
Full Public Relations push to reinforce “Make It Platinum” message
Retail
Digital PR
Sampling
POS
PPG
Media

14. Creative Message
“Make It Platinum” communicates our rally cry that also serves as an active bar call.
The cobalt blue bottle is the star of our creative
National TV
Product-focused intro spots
Lifestyle-focused follow-on
Outdoor/Signmaking
Primary Message: “Make It Platinum”
Digital / Social Media

15. 2012 Media Plan
Reach the year old trendseeker and aspirer targets in relevant, meaningful ways
Sports
Ent Cable
Print
Digital
OOH

16. Use Digital/Social Media to tie all of our marketing together

17. Media Splash How do you introduce a “Whole New Category of Light Beer”
to 110 million consumers in just 30 seconds?
Bud Light Platinum will run a 30-second spot in the Super Bowl on 2/5/12!
Note: 110MM consumers represents adult viewers who are age 21+

18. Pricing Strategy Recommended FL price parity with Bud Light Lime
Off- and on-premise pricing at parity with existing Bud Light Lime
Recommend matching Bud Light Lime & Michelob ULTRA promo calendars to create a price bucket
Research supports pricing parity with Bud Light Lime
Consumers expected Bud Light Platinum to be priced with other specialty domestic premium light beers

19. Recommended Shelf Placement
Primary Target
Supermarket / Package Liquor
C-store
Traffic Flow
Recommendation
Primary Target: Within premium light segment next to Bud Light Lime
Target 6-pack in C-Store and 6 and 12-pack in Supermarket/Package Liquor
Rationale
Promote brand family
Matching price points & promotional schedule

20. CPC Requirements Wholesaler CPC for 2012: $1.50 CPC Priorities
Retail Merchandising: 50%
Retail Presence to Drive Awareness & Trial
Branded Events: 30%
Drive Brand Image
Awareness / Trial
Sampling : 20%
Trial
Merchandising
50%
Sampling
20%

21. POS / PPG Merch 50% of CPC Lamp Window Cling Cooler Mirror
iPhone Case
Acrylic Lighted Sign
Neon Sign
Promo Tank
Chair
Hat
Metal Sign

22. Merch 50% of CPC
Retail Merchandising

23. Distribution Targets Off-premise: On-premise:
PRIORITY TARGETS within B/U Accts: 100% chain grocery distribution & holding distribution in 80% of target accounts for 6 months
Target accounts posted by market on abmarketing.com
Identify at the market level what benchmarks make sense
On-premise:
PRIORITY TARGETS within B/U Accts: Holding distribution in 80% of target accounts for 6 months
Specific focus on the following account types:
High End Clubs and Bars
Upscale Restaurants
Target accounts to post on abmarketing.com week of 1/30
Utilize sampling opportunity to help seed the brand

24. Sampling & Branded Events
30% of CPC
Sampling
20% of CPC
Sampling & Branded Events
Wholesalers to execute 90-day sampling support plan in 100% of targeted on-premise accounts
Sampling will overcome the “smoothness and drinkability” doubts with High Alcohol
Identify sampling opportunities - “right place /consumer” (where legal)
“Right Consumer”: Competitive Premium Light beer drinkers
Utilize tools to conduct sampling events
Cups, t-shirts, Sampling Models to conduct events (where legal), talking points, sampling bar wrap, take away cards
Find the right events in market to Make Platinum Events
Use half of your CPC behind the brand to sponsor Platinum Events and Sample
T-Shirt, Server Button & Bottle Opener
Sampling Table & Coasters

25. On Premise 90-day Support Plan
Events
30% of CPC
Sampling
20% of CPC
High End Sampling Plan
On Premise 90-day Support Plan
Follow support template established through National “Core Four” Program
Targeted Accounts Identified by Market (where legal)
2 promo models per event
1 hour promotions – 3 per account
Within 1st two weeks of distribution
During second 30 days
Within third 30 days
EXAMPLE
Promo Models, Branded Apparel, Portable Sampling Bar

26. Timeline Week of or Date Limited Order Window (11/30/11 – 12/7/11)
Ends 12/7/11
Samples in Market (will vary based on state approvals)
12/5/11 & 12/12/11
Pricing in system
12/5/11
Wholesaler Forecasting Begins
12/6/11
POS & PPG Ships
1/16/12
Beer Arrives in Market
1/16/12 & 1/23/12
STRs
1/30/12

27. Summary Bud Light Platinum…
Bud Light Platinum has an opportunity to deliver on the experiential consumer mega trend by delivering a distinctively smooth light beer in a sleek & unique cobalt blue bottle
Bud Light Platinum…
Meets a consumer demand for trendy, unique experiential products that are authentic and unpretentious
Represents a brand new category of premium light beer – one that delivers bold, smooth and effortlessly sophisticated products with light beer’s signature fun, social personality
Provides an incremental purchase
Brings news to the Bud Light brand and incremental opportunity for the Bud Light mega brand in higher-end “Party Time” and “Proving Myself” occasions

28. Contact Information
Thanks for supporting the national launch of Bud Light Platinum! If you have any additional questions, please feel free to contact…
Name/Title
Address
Office Phone
Bruce Eames
Brand Manager, Bud Light
Valerie Toothman
Director of Innovation