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ANHEUSER-BUSCH LOOKS FOR SLAM DUNK WITH BASKETBALL PROMOS
Published February 21, 1996
Anheuser-Busch will launch a broad basketball-themed campaign that will include on-premise merchandise and game components as the company moves toward "edgier themes" this year trying to "strike a chord" with younger consumers and get the Bud brand growing again, according to BRANDWEEK. The "Talk the Talk" campaign kicks off next month. Timed to coincide with the NCAA Final Four and the NBA Playoffs, the campaign will offer "stark, hooded sweatshirts and other logoed apparel." "Talk the Talk" gear will have such sayings as "Get out your umbrella...it's gonna rain 3's." "Talk the Talk" specifically supports the Bud and Bud Light brands. On-premise, A-B will have two promos behind Bud Light -- "Get in the Game," which taps into the popular "quarterbouncers" table-top game; and "March to the Championship," a merchandise promo tied to the Final Four. Sources say the programs reflect more input from A- B's Brand Management VP August Busch IV and "portends more radical things to come" (Gerry Khermouch, BRANDWEEK, 2/19 issue). MORE BUD NEWS: A-B plans to put images of Olympic activities on cans of Bud this summer, marking the first time the beer's label has been significantly altered. The effort is part of A-B's $100M promotional campaign for its Olympic sponsorship (ATLANTA CONSTITUTION, 2/21).