07 May 2008


Print	Email

New Michelob campaign celebrates city life

Anheuser-Busch

Michelob

beers lager and cider

Source : Anheuser-Busch
Anheuser-Busch has unveiled a new advertising campaign for Michelob Lager, an all-malt import in the unmistakable tear-drop bottle.

The print and outdoor campaign features recognisable city skylines to reinforce the brand’s premium image among metropolitan consumers.

The ads carry the strapline, ‘Brewed for the Finest Bars Since 1896’.

The cityscape executions will appear in consumer magazines and newspapers from May.

A month-long billboard campaign and branding on London taxis start from May 5 with the billboard campaign rolling-out to other key cities later in the year.

Michelob brand manager James Whiteley said: “In 1896, Michelob was supplied to the very finest establishments, a tradition we’ve proudly continued for more than a hundred years.”

A second creative execution will be used to communicate the brand’s heritage. Featuring the brand’s founder, Adolphus Busch, these executions will appear in trade and selected consumer media.

Commenting on the marketing program, James Whiteley continued: “The advertisements place the distinctive bottle in a warm sunset background of rustic oranges and reds. The result is a sense of style at the end of the busy workday and subtle hint at Michelob’s deep toasted maltiness, rich colour, and smooth velvety finish.”

The on-premise will be supported with point-of-sale material. Michelob is also the official beer of the 2008 City Championships, where the brand will be enjoyed by spectators and teams of City firms celebrating victories in events including polo, golf, shooting and sailing.

In April 2007, Michelob Lager was launched in an elegantly re-designed embossed teardrop bottle and all-malt recipe, throughout the United Kingdom.

The original teardrop bottle launched in the United States in 1961 and was first imported to the UK in 1989. Following the redesign, Michelob was named winner in the beer category of the Class magazine packaging awards in 2007.

Email this to a friend