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A big brand tries to go small

April 10, 2003

In 2003, when an adult asks a teenager to name his or her favorite band, the answer is most often, ‘you haven’t heard of them.’ Implicit in this statement is, ‘you don’t know what type I am, I defy a label,’ or a bit more elaborately, ‘I belong to a group that hasn’t been stereotyped and appropriated into the mainstream adult world.’

A huge part of the value of their favorite band, and its associated identity, dress and culture, is the very fact that it’s theirs and not yours, that it’s not in the media or ads that adults consume. This presents a paradox for marketers wanting to create huge ad campaigns around hip teen band endorsements.

In reaction to this trend, Anheuser-Busch is launching a campaign called ‘True Music’ in which they are using their distributors’ knowledge of local music scenes to choose and endorse small, local, underground bands.

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