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SBD/6/Sponsorships Advertising Marketing
BUDWEISER SWALLOWS ITS PRIDE; THIS BUD'S FOR YOU, II?
Published October 6, 1994
Anheuser-Busch will end its current "Proud To Be Your Bud" campaign, and "resurrect a longtime favorite" -- "This Bud's for You." "Proud To Be Your Bud" ran for 18 months, the "shortest tenure of any slogan for the brand in the last several decades." Budweiser sales and market share over the last five years has declined, and it "may be hurting from the success of one of its sister brands, Bud Light, which is on the verge of passing" Miller Lite for the top spot among light or low-calorie beers. D'Arcy Masius Benton & Bowles in St. Louis is handling A-B's new campaign, set to debut in a few months (George Lazarus, CHICAGO TRIBUNE, 10/6).