Main Subject - Business

As in several previous SuperBowls, the biggest single advertiser at this Superbowl XLI was Anheuser-Busch, with nine spots. Their Bud Light brand al

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

one fielded six 30’ commercials. Now, of course, Bud Light is already the market leader of this category. And this may be the reason why they seeme

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

so complacent with their Superbowl advertising.

Let us look at Bud Light advertising at this Superbowl at all the key areas of scrutiny compelled b

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

y accountable practices for marketing communications.

Bud Light was launched about twenty-five years ago. It is the market leader of the light beer

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

category. Bud Light must have a marketing strategy that involves at least two thrusts:

a) As the undisputed market leader, Bud Light must be per

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

etually trying to expand the market at the expense of ordinary beer, if only to capitalize on the perpetually swelling wave toward all kinds of lower

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

calorie offerings in the food and beverage markets.

b) Bud Light must consolidate its market leadership position by continuing to seek more mark

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

t share from other light beers, at least to compensate for the perpetual loss of share that results from new entrants to the category, and from the t

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

rial and other promotion offers that offer Bud Light’s customer base to try out and switch to new or other light beers from time to time.

Yet there

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

s nothing about Bud Light’s Advertising Strategy that seems even to attempt these necessary marketing imperatives. Instead Bud Light has a conventio

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

al loyaty advertising strategy, suggesting that Bud Light drinkers are willing to make an effort or take risks to keep or get Bud Light. Such a loya

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

lty strategy lacks the competitive bite necessary to attract either category share from other light beers, or category expanding share from ordinary

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

eers.

Bud Light features a tag line that says: “Refreshingly smooth Bud Light, Always worth it.” Can’t imagine why they can’t have one that at leas

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

t is on strategy, and if not, why they can’t at least have one that isn’t so pedestrian.

All the six Bud Light commercials share a common executiona

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

format, featuring the highly common ‘slice of life” executional format. They are all also genuinely funny. They are all surprising and amusing. A

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

d there is an attempt to dramatize the loyalty strategy in most (five)f of the six Bud Light commercials. The spots “Rock, Paper”, the “Language Cla

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ss”, “Wedding”, “Hitcher” and “Talking Apes”, all suggest that Bud Light is worth something to Bud Light loyalists, as they seem prepared to undergo

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

nconventional measures to get or keep Bud Light. The remaining spot “Slap” doesn’t make any effort to dramatize loyalty, but was successful in being

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

funny.

Humor is all good and fine, but cannot, in and of itself, be expected to provide any reason for customers of competitive light or normal bee

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

s to convert to Bud Light. All in all, a disappointing performance for a brand that is bountiful in opportunity, as the leader of a growing category

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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