Welcome to the latest edition of Marketer’s Brief, a quick take on marketing news, moves and trends from Ad Age’s reporters and editors. Send tips/suggestions to [email protected].
Here is an example of how being a global brand can get complicated: Budweiser, which has slumped for years in the U.S., but is growing internationally, sought some buzz in England by promising to give out free beer in the country if England beat the U.S. in Tuesday’s women’s World Cup semifinal. Miller Lite, which remains a U.S.-centric brand, pounced, responding on Twitter that it would hand out “100,000 free beers right here in the good ol’ USA” if the U.S. team won, which of course, it did. The idea, which garnered plenty of publicity, was the brainchild of MillerCoors PR agency ICF Next.