Brad McFry

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• Brad McFry
• Nathan Williams

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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

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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.

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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 Millers claim for President
  of Beers two days after
  airing the ads.
• Miller claimed Bud engaged in false or
  misleading advertising activities

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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.

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Miller Ads That Started It All

• Weiden Kennedy,
  Portland Oregon
• Miller Ads

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Ethics In the Ads?
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Budweiser Ads

• Budweiser Ads

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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.

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Website

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

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Public Relations

• Amusement Parks
• Sea world, Busch Gardens, Seasme Place
• Anheuser-Busch recycling comp.
• Security website
• Designated driver awareness
• Drink responsible campaign

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• Questions