Budweiser has recently confirmed that they have ditched their iconic team of Clydesdale horses, which has appeared in their commercials for 27 years, from the advertising campaigns in order to focus on younger audience.
A decade ago, Budweiser commanded almost 15 percent of the sales; now it has half that, the Washington Times reported.
According to the Journal, this season Budweiser will air spots featuring people in their 20s looking directly into the camera and calling out friends. It now also plans to sponsor food festivals because half of the young beer drinkers identify themselves as "foodies."
The brewer clarified that the Budweiser Clydesdales will, in fact, be featured in 2015 Super Bowl advertising and are also a part of upcoming holiday responsible drinking advertising. The Clydesdales play a strong role for the brand, representing Budweiser quality and care for more than 80 years. As icons of the brand, and relevant symbols of integrity, perfection and team spirit for all generations, they are important to the brand and the campaigns.
