Euro RSCG Pitches In on Bud Select

CHICAGO Anheuser-Busch has enlisted Havas’ Euro RSCG to help develop positioning ideas for Budweiser Select, which hit shelves in February backed by introductory ads from Omnicom Group’s DDB Chicago, the brewery confirmed.

Euro’s office here joined A-B’s roster late last year, producing mostly on-premise work for another of the St. Louis brewery’s new products, B-to-the-E. The connection was made through Euro RSCG Chicago CEO Ron Bess, who worked on the A-B account earlier in his career.

DDB’s work for Bud Select is tagged “Be selective.” Bud Select is a low-carb, low-calorie Budweiser extension that has been sold on taste, specifically the lack of aftertaste.

Omnicom’s TBWA\Chiat\Day also has worked on the brand, but its initial effort was passed over for DDB’s. A TBWA\C\D spot was considered for the Super Bowl, but A-B instead ran a spot from DDB that told drinkers they could “kiss your aftertaste goodbye.” Complaints from A-B’s sales staff that this message reflected unfavorably on other brands led the brewer to switch to the “Be selective” tag.

Spending on the brand’s introduction has not been disclosed.