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CHICAGO Despite a so-so response to its last Budweiser extension, Bud Select, Anheuser-Busch is launching another, called Bud Light Lime, for which it has earmarked a $35 million ad budget.
A-B is being tight-lipped about the campaign for the lime-flavored entry. A tagline has yet to be finalized, and A-B’s agencies — including DDB, New York and Chicago, Momentum, St. Louis, and Goodby, Silverstein & Partners, San Francisco — are competing to handle the account.
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