Competitor Guinness-Bass Import Co., a subsidiary of Diageo Worldwide's Guinness-UDV North America, is
The buy will be local because UDV was preempted from a national slot by by Anheuser-Busch's exclusive deal. The local ads will run before, during and after the game.
Deflate launch of Bacardi Silver
The push is an effort to deflate the February launch of Bacardi Silver, a ready-to-drink concoction marketed by Anheuser-Busch.
UDV unveiled Smirnoff Ice in local spots on last year's Super Bowl.
The agency -- WPP Group's J. Walter Thompson, New York -- referred calls to UDV, which did not respond to a request for comment.
The brand received $27 million in measured media in the first nine of this year, according to Taylor Nelson Sofres' CMR. Next year's marketing budget is expected to be in the $50 million range.