SBD/26/Sponsorships Advertising Marketing

BUD BOWL VII, THIS TIMES IT'S WAR

     Anheuser-Busch is promising a "new twist" on its annual Super
Bowl "Bud Bowl" promotion.  A new Bud Light campaign starring the
"beer buddies," Iggy & Biff, "marooned on a desert island" debuted
last Monday on the "Late Show with David Letterman."  The $10M Bud
Bowl campaign will also feature the guys in a "stylistic detour
from all the previous Bud Bowls."  A-B has been putting "more
emphasis on Bud Light during the last year, a signal that A-B is
recognizing the sales trends and pinning its future growth hopes
more on Bud Light than Bud" (Jim Kirk, BRANDWEEK, 10/24 issue).
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