Chicago Shop Retargets A-B Malt Liquor

Seeking to extend the consumer base for its King Cobra malt liquor brand, Anheuser-Busch is readying a new radio campaign aimed at a Hispanic audience from Washington Daniel Advertising here.
Washington Daniel is producing three to four radio spots for King Cobra that differ creatively depending on the segment of the Hispanic population they are targeting, according to agency principal Bill Daniel. Music used in the spots will cue the audience: mariachi for Mexican consumers, for example, and salsa for Puerto Ricans, Daniel said.