Bud Begins New 'Journey'

Keith Levy, vp of marketing at Anheuser-Busch InBev, describes Budweiser’s new “Grab some Buds” campaign from Anomaly as a “beginning of a journey. We’re not looking for the brand to turn around tomorrow. We are looking to begin that stabilization process and this is part of that.” The first work from the brewer’s newest roster shop features TV spots as well as radio, outdoor and print ads. In addition, the client will distribute some 500,000 free samples in the next two weeks, with the primary goal of winning over 21- to 27-year-olds who have never tried the brand. Levy, who assumed his role as head of U.S marketing in 2008, discussed the campaign with senior reporter Andrew McMains.