Two months after Budweiser launched its “America” summer campaign, it appears the rebranding effort did not have as much success or impact as the brewing company had hoped, according to data released on Wednesday from YouGov BrandIndex.
Every summer, Budweiser switches up the label and design of its flagship beer to reflect patriotic imagery like the Statue of Liberty and the American flag. This year, it upped the ante by rebranding the beer itself, changing the brew’s name and labels to “America.”
It initially seemed that the “America” campaign was going to be a success. When the campaign was announced on May 10, YouGov found that consumer’s perception of the brand, willingness to purchase, and brand awareness all increased following the announcement.
However, the metrics started to decline just a week after the product hit the shelves on May 23. YouGov found that ad awareness peaked on June 1 at 32%, but then fell to 27% by early July. Purchase consideration — or whether someone would consider Budweiser the next time they bought beer — peaked at 16% on June 1. But since then, only 11% of adults now say they would consider buying the brand – Budweiser’s lowest purchase consideration level for the year.
“Budweiser has so far been unable to sustain its initial consumer perception bump,” YouGov said in a statement.
Budweiser’s America campaign has been controversial from the start, with critics calling into question Budweiser’s decision to brand itself as “American,” when the brand is owned by Belgium-based AB InBev. According to Business Insider, the campaign’s surrounding controversy “may have helped build buzz at first, but did little to improve brand perception in the long term.”
Unfortunately for Budweiser, there are several weeks left in the campaign, which was originally intended to run through the remainder of the summer until and the Presidential election in November.