Brad McFryNathan Williams

Company Background

• Anheuser-Busch founded in 1852

• Introduced Budweiser In 1876 in U.S.

• Internationally since 1885

• 14 Breweries / 12 in U.S.

• Approximately 30 beers available in U.S.

• Vision, Mission and Values

Background of Ad Campaign

• Goodby, Silverstein & Partners (a Omnicom group)

• Directed by Tom Routson

• Hired to Launch Frank & Louie Campaign which debuted in 1997 NBA Finals

• Launched as the beginning stages of the “Unleash the Dawgs” campaign.

Lawsuit Miller vs. Budweiser

• Budweiser references to Miller being owned by SAB, caused Miller to react with a lawsuit.

• A Federal judge forced Budweiser to drop all of their ads disputing Miller’s claim for “President of Beers” two days after airing the ads.

• Miller claimed Bud “engaged in false or misleading advertising activities”

Lawsuit Miller vs. Budweiser

• Miller sensitive to the ad, states their actually based out of London.

• Budweiser won two out of three charges against them and the ads were place on the air.

Miller Ads That Started It All

Weiden & Kennedy, Portland Oregon

Miller Ads

Ethics In the Ads?

Budweiser Ads

• Budweiser Ads

The Production Process

• Filming lasted over ten days in the L.A. studio of James Cameron (director of the Titanic).

• $3.5 Million to produce – $2.6 million to per min to air.

• Four puppeteers to operate one 18-in. lizard.

Website

• www.Budweiser.com• www.Anheuserbusch.com

Public Relations

• Amusement Parks:

• Sea world, Busch Gardens, Seasme Place

• Anheuser-Busch recycling comp.

• Security website

• Designated driver awareness

• Drink responsible campaign

• Questions