A-B Launches Bacardi Silver 03

CHICAGO Following the success of its Bacardi Silver brand, Anheuser-Busch is rolling out a new orange-flavored malt beverage, Bacardi Silver 03, backed by a national advertising campaign.

Bacardi Silver 03, a mixture of tangerine and Mandarin and Valencia oranges, contains 5 percent alcohol, executives at the St. Louis brewer said.

The flavored product will be supported by a national TV campaign with an upbeat spot titled “Pass the Orange,” which will air on prime-time, sports and late-night programming beginning March 3. The campaign, from Momentum in St. Louis, will also include print, radio and outdoor advertising. Spending is undisclosed.

The new product continues the trademark relationship between A-B and Bacardi USA, Miami, which launched Bacardi Silver last February. Momentum handled advertising for that product as well.