Omnicom Group’s DDB Worldwide, Chicago, created the “Be Selective” work now airing for the brewer, but Anheuser-Busch seeks ideas for its brands from multiple shops.
“Anheuser-Busch uses a variety of agencies for its brand advertising and Euro RSCG is one of our agency partners,” Bob Lachky, vice president of brand management and director for global brand creative at Anheuser-Busch. “The agency is working on a number of brand assignments, including developing ideas for Budweiser Select advertising.”
Aimed at Miller Lite
Anheuser-Busch rolled out the low-carb Bud Select Feb. 21. Aimed squarely at Miller Brewing Co.’s resurgent Miller Lite, the brand is positioned as an upscale, white-collar brew without aftertaste.
The beer has already grabbed a 1.9% share in supermarkets, although it has been cannibalistic of other Anheuser-Busch beers, analysts say. Analysts have also griped that the beer doesn’t have a clear positioning.
Wholesalers disapproved of tagline
Anheuser-Busch has shifted gears on Bud Select advertising already. A spot from DDB that ran during the Super Bowl declared "Kiss your aftertaste goodbye" -- a line that rankled wholesalers who said it denigrated other beers. Anheuser-Busch ditched the line.
Euro RSCG, which is part of Havas, recently entered the Anheuser-Busch fold to work on another new product, the caffeinated, ginseng-infused brew B-to-the-E.
Ron Bess, who runs Euro’s Chicago office, oversaw Anheuser-Busch's account at DDB in the 1980s.