Anheuser-Busch Downplays Summer Promotion

ST. LOUIS – Anheuser-Busch awarded The Patrick Co. here its coveted Bud summer promotion last week, but will stay away from running a network TV campaign and launching a national sweepstakes program as it did last year. This year’s promotion, titled ‘Bring on the Bud’ for Budweiser, Bud Light and Bud Dry, will include four promotional windows for retailers. Scheduled for launch in early May, A-B will launch a ‘Bring on the Summer’ promotion for Memorial Day, followed by a ‘Bring on the 4th’ to tie in with Independence Day. ‘Bring on the BBQ’ will fill the July-August period, and ‘Bring on the Block Party’ will promote the brands during the Labor Day holiday. A-B agency D’Arcy Masius Benton & Bowles/St. Louis will produce radio for the event. A giveaway program will be launched in the top 25 markets, however.
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