SBD/Issue 242/Sponsorships, Advertising & Marketing

Purdue Latest School To Have A-B Cans Removed From Area Shelves

A-B Has Agreed To Pull Back Its Black And
Gold Bud Light Cans From Purdue Area
Purdue Univ. VP/Marketing & Media Teri Lucie Thompson said that Anheuser-Busch has "agreed to pull" its black and gold Bud Light cans from the school's campus area, according to Eric Weddle of the Lafayette JOURNAL & COURIER. Purdue in a cease and desist letter to A-B said that the can was "in violation of the school's brand." Thompson did not know when the cans would be "removed from area stores and bars." A-B previously agreed to end promotions near several other colleges, including Texas A&M and the Univ. of Colorado. An A-B spokesperson said that the company is "not commenting on any communications" between A-B and "any individual organizations" (Lafayette JOURNAL & COURIER, 9/2).

TIME TO SOBER UP? Univ. of Kansas (KU) Associate AD for External Relations Jim Marchiony said that the school wrote A-B "three weeks ago to try to prevent" KU-themed cans from appearing in Lawrence, but the school thus far "hasn't heard back" from the brewer. Univ. of Missouri Chancellor Brady Deaton also "complained to the brewer after he learned that some stores in Columbia were displaying the cans beside the university's official logo." However, Kansas State Univ. (KSU) officials said that they are "not worried about the brisk sales of purple-and-white cans" near campus. KSU VP/Student Life Pat Bosco: "If the cans had a university logo and had a Powercat on them, then obviously we would be concerned. We have a commitment to educating our students about underage drinking, but we don't have a trademark on purple and white." A-B Tuesday in a statement said that it "would work with colleges 'on a case-by-case basis,' but offered no details" (K.C. STAR, 9/2). Univ. of Georgia (UGA) VP/Public Affairs Tom Jackson said that his school "opposed the cans for two reasons: for infringement on the University's branding, and for promoting alcohol in a college market where many students are under age 21." Jackson: "Even though they had not sought marketing permission ... very clearly they were trying to attach to the institution" (UGA RED & BLACK, 9/2).

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