This summer, A-B will begin stamping "born on" freshness dates on Budweiser, Bud Ice and Bud Light cans and bottles, and will promote the feature with a campaign by Goodby, Silverstein & Partners, San Francisco.
A-B intends the first series to raise awareness of the freshness issue, with a follow-up campaign this summer addressing the "born on" labels more specifically.
The first series, breaking this month, features Gus, a character who covers his car in ice to save two six-packs.
`WEIRD WITHOUT BEER'
"It'd be weird without beer" is the theme of the corporate campaign, also by Goodby, set to break in early spring. The TV spots begin with cliches-a rugged fishing trawler, a muddy football game-but end as the actors toast with ears of corn and broccoli sprigs instead of beer to demonstrate the theme.
Next week, A-B breaks a multimillion-dollar campaign celebrating the centennial of its Michelob brand and will simultaneously introduce a commemorative specialty Michelob brew.
Four 30-second commercials from Glennon Cos., St. Louis, promoting Michelob's 100-year anniversary will reach TV screens the same day Michelob Centennial hits shelves nationwide.