SBD/6/Sponsorships Advertising Marketing

BUDWEISER SWALLOWS ITS PRIDE; THIS BUD'S FOR YOU, II?

     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).
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