Anheuser-Busch To Break New Ads In Olympics

Brewer Mulls Super Bowl Spots From Hill Holliday

January 28, 2002


NEW YORK ( — Anheuser-Busch Cos., St. Louis, said it will break campaigns for Michelob and the new malt-based Bacardi Silver on the Winter Olympics next month.

Michelob’s new tag is “Great taste needs no special occasion.” Omnicom Group’s Goodby, Silverstein & Partners, San Francisco, handles that account. Interpublic Group of Cos.’ Momentum, St. Louis, is the agency for Bacardi Silver.

Anheuser-Busch separately is deciding if a Budweiser Clydesdale spot from Interpublic’s Hill, Holliday, Connors, Cosmopulos, Boston, will run in the Super Bowl.

A senior Anheuser-Busch executive said more ads for the brewer’s brands would likely come from Hill Holliday, where agency executives and brewery officials share close ties.

In its Super Bowl ads, Budweiser’s “True” campaign, via Goodby and the Chicago and Toronto offices of Omnicom sibling DDB Worldwide, will evolve to humorous situations in which drinkers identify with the brand.