Hasta La Creative!

After heading for the mountains for decades and going fishing last year, Busch beer is trying to get real in 2014 as Anheuser-Busch InBev pours more money into the economy brand.

The investment starts with a new campaign that spotlights real people who “work hard at their jobs and in their communities,” according to the brewer. The effort, called “Busch Heroes,” comes as the beer industry at large is boosting marketing investment in economy brands, which have gotten less attention during the craft-beer boom.

As Ad Age documented last year, MillerCoors and A-B InBev had significantly curtailed measured media spending in recent years on the “sub-premium” segment as they sought fatter profit margins by encouraging drinkers to trade up to new, pricier brews such as Bud Light Platinum and Redd’s Apple Ale. While new products are still getting plenty of attention — along with crafts — brewing executives have begun to acknowledge that they need to start paying more attention to their cheaper, older brands.

Continue reading at AdAge.com