SAN FRANCISCO - Anheuser-Busch has asked Goodby, Silverstein & Partners to team up with fellow Omnicom shop DDB Needham to revamp and expand DDB's "heritage" campaign, a client official said.
Those ads feature members of the Busch family talking about Budweiser's history. The heritage effort, focused around St. Louis, Mo.-based A-B's flagship Budweiser brand, broke in the summer of 1997.
Also, sources said, A-B will scale back its "Louie the Lizard" TV spots (from Goodby in San Francisco) due to increased pressure from activist groups which assert that A-B is
marketing beer to children through the use of cute icons. A-B executives said the ads will have less TV exposure due to "reduced prime time weight during the summer."
- Jane Irene Kelly