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Issue: 1113 Date: 12/22/2011
Become A Fan, Like St. Louis Chinese American News
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Bud Light names new ad agencies
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Bud Light has a new ad shop. Two, actually.
Anheuser-Busch InBev said Monday that it has hired McGarry Bowen as lead creative agency for the nation's best-selling beer, and will hand brand-launching duties to Translation Advertising. The agencies beat out a handful of competitors, including longtime incumbent DDB.
The move comes as the brewing giant works to revitalize the brand, which has the biggest advertising budget of any U.S. beer but has seen sales slip, and prepares to rollout Bud Light Platinum early next year. McGarry Bowen and Translation will both play a key role in those efforts, said Paul Chibe, Anheuser-Busch's vice president of U.S. marketing.
"We conducted an extremely thorough review, and in the end both agencies demonstrated the right combination of strategic and creative capabilities to help us evolve our approach to Bud Light's industry-leading marketing," Chibe said. "Our ability to connect with consumers will be stronger than ever."
Bud Light Platinum will be 6.0% alcohol by volume, as opposed to 4.2% for standard Bud Light. Bud Heavy, as the original Bud is affectionately called, is meanwhile 5% alcohol by volume.
"There is no prohibition against how strong they can make it," says Tom Hogue, director of public affairs for the Alcohol and Tobacco Tax and Trade Bureau - though he notes that some states have restrictions. The calories stretch the spectrum, too. Bud Light weighs in at 110, Bud Platinum at 137 and Bud Heavy at 145.
St. Louis-based Cannonball will remain on Bud Light's ad team, according to Ad Age. McGarry Bowen will run the account from its Chicago office, while Translation, which recently split from ad giant Inter public, has offices in both New York and Chicago. |
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