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By Gerry Khermouch
NEW YORK–Anheuser-Busch is bringing ‘Gus,’ the Budweiser freshness guy, to Texas in a television ad effort that intensifies the grass-roots feel of the broader campaign in one of the industry’s most combative markets.
Budweiser marketing director Mike LaBroad said the advertising from DDB Needham Chicago will break by July 4 and if successful, the spots will be re-edited for national rollout later this summer.
Through spring, the freshness concept has continued to receive half the media weight of Budweiser advertising as A-B tries to build Bud’s quality image while exploiting a brewery network that makes it easier to provide regionally brewed, fresh beer to consumers.
New outdoor and radio ads and point-of-sale materials also have been emerging nationally, and the comedian who plays Gus has been stepping up personal appearances, LaBroad said.
Against a soundtrack employing the ‘Rollin’, rollin’, rollin’ ‘ theme from the Rawhide TV show, the two commercials feature Gus...
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