Will they all chew gum now?
Does salvation lie with the brewingly non-adjusted? Anheuser-Busch obviously thinks so. On 10 May 2011 the U.S. unit of AB-InBev named chewing gum executive Paul D. Chibe, 45, to become its marketing executive as of 1 June 2011, filling the post vacated by Keith Levy’s sudden departure in January. Mr Chibe has been Vice President and General Manager of U.S. Gum and Mints at Wm. Wrigley Jr. Co. in Chicago, where he worked for more than eleven years.
He also worked in marketing and new products at Quaker Oats in their ready-to-eat cereal and convenience foods businesses. And he worked for six years at Leaf Inc., maker of Whoppers, Milk Duds, PayDay and Jolly Rancher candies, it was reported.
St Louis media wondered why Mr Chibe, who seems to be an experienced marketer of consumer goods – from gum and cereals to confectionaries – was chosen to now try his hand at beer.
However, Mr Chibe’s non-adjustment to beer may be part of the attraction for the brewer. AB-InBev’s CEO Carlos Brito has frequently talked about the need for new ideas and innovation in beer marketing.
Since Mr Levy’s departure, Frank Abenante, AB-InBev’s Vice President of Brands and Insights, has served as interim marketing head. Mr Abenante will continue to work with U.S. commercial division head Dave Peacock and the group until Mr Chibe’s transition is completed.
St Louis insiders (sarky cows that they are) say that Mr Chibe should be well-prepared for his job since he comes from a company with several similarities to Anheuser-Busch.
Both companies dominate their home markets – Wrigley has a 60 percent U.S. market share for chewing gum, while Anheuser-Busch has a 48.3 percent U.S. market share for beer – and both were taken over in 2008 by their competitors: Wrigley by Mars and Anheuser-Busch by InBev.
And not to forget, both own several ailing brands.
When Mr Chibe came to Wrigley, one of his first tasks was to put more pizzazz into sugarless gum. Mr Chibe’s new bosses clearly expect him to do the same for the Budweiser and Bud Light brands, which have seen sales slip in recent years.
