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Leap Readies Michelob Campaign
CHICAGO–A new campaign for Michelob beer from The Leap Partnership here will break during next month’s Winter Olympics telecast, using the tagline “Beer … or Michelob?” Anheuser-Busch awarded the Michelob business to Leap in October. Spending on the brand, which plummeted last year to under $10 million, will be increased this year to $30 million, according to Bob Lachky, vice president of brand management at A-B.

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