DDB, which is the lead agency for A-B brands Bud Light and Budweiser, beat fellow A-B roster shops LatinWorks, Austin, and Cannonball, St. Louis, in a pitch for the Lime business. An A-B spokesman didn't immediately return a phone call, and a DDB spokeswoman declined to comment.
In a memo to distributors announcing the launch earlier this month, A-B said it intended to spend at least $35 million on first-year media, merchandising and sampling for the brand, which hits shelves in May.
The lime-flavored version of Bud Light has drawn comparisons to Miller Chill, a lime-and-salt-flavored light beer launched by Miller Brewing Co. last summer.
Chill sales started robustly -- it currently has a market share of 0.3%, and Miller executives said they hoped to garner more than 0.5% by the end of this year -- but has slumped somewhat in the winter months.
A-B's memo said it was aiming Bud Light Lime at light-beer drinkers aged 25 to 54 who prefer a "sweeter" beer, as well as "trendsetters and aspirers."