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A-B DELIVERING 3 NEW CAMPAIGNS:BREWER IS SERVING UP FRESHNESS, MICHELOB FROM GOODBY, GLENNON

By Published on .

Anheuser-Busch will start three campaigns at the end of the month: One introduces freshness labels; a second, a corporate identity campaign with a twist; a third promotes Michelob's centennial.

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.

MICH'S CENTENNIAL

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.

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