Ayer shop to handle Budwieser's Argentine launch

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BUENOS AIRES -- Anheuser-Busch has awarded its new Budweiser ad account in Argentina to Ayer Vazquez Buenos Aires. A-B plans to break a cable TV ad campaign in October, two months before the planned launch of Budweiser in December, the height of the southern hemisphere's summer.

Ayer Vazquez President Jorge Vazquez says the launch ad campaign will highlight the brand's tradition and ties to sporting events and sponsorships. "It will be a totally local campaign," Vazquez says. "There won't be any international patterns." A point-of-sale promotion is also planned to accompany Budweiser's launch.

A-B will bottle Budweiser in long-neck and one-liter bottles in Argentina through joint ventures with Pepsi bottler BAESA and Chilean brewer Compania Cervecerias Unidas. Budweiser's biggest competition will come from Cerveceria y Malteria Quilmes, whose Quilmes flagship brand leads the Argentine market.

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