Sources close to the brewer say that the company will launch a new tagline for the brand this summer under "Proud to Be Your Bud," a play on the word "Bud" that will likely focus on relationships between friends. D'Arcy Masius Benton & Bowles/St. Louis handles.
Executives at the agency would not comment last week.
The campaign, which will be launched before the advent of the crucial summer beer-selling season, will likely receive a healthy dose of support as the brand tries to boost sluggish sales.
Budweiser volume was down 3% last year, while its market share slipped for the second year in a row to 23.3%. The brand still outsells the No. 2 brand Miller Lite by more than two to one. Budweiser shipped 45.8 million barrels last year, compared to 47.2 million in 1991, according to industry newsletter Beer Marketer's Insights.
A-B will dump its three-year-old "Nothing Beats a Bud" slogan. that was developed after a Herculean effort from D'Arcy's agency network. The new tagline is strictly out of the agency's St. Louis office, which has been Budweiser's principal agency for decades. The new work is the first major undertaking since Tom Sharbaugh was named vp/brand management and August Busch IV was named vp/Budweiser Brands in September.
Copyright Adweek L.P. (1993)