Jamming musicians push it for Bud

Anheuser-Busch has this week launched two TV ads as part of its new Budweiser -True Dedication marketing campaign.

The 60 and 30-second ads show a group of jamming musicians playing Salt-n-Pepa's 1988 hit Push It and Hot Butter's 1972 instrumental Popcorn, which Anheuser-Busch said "tell a genuine story about their dedication to music".

The 30-second slot, along with another new 60-second ad, will run in cinemas in June, and there will be a second burst of ads later in the year.

The TV and cinema campaign is positioned around programmes such as Skins and Champions League football and films such as Happy Gilmore to target 18 to 34-year-old men, and is being backed up by ads in men's lifestyle magazines and an outdoor campaign.

"True Dedication is a campaign developed exclusively for the UK and reinforces the dedication that goes into brewing Budweiser," said Vicki Kipling, UK marketing director for Anheuser-Busch.

"The ad creative is unique and will get consumers thinking differently about the brand, and give the trade another reason to stock Budweiser."

Anheuser-Busch is also backing the campaign with in-store POS including posters and competitions, and is running a blind sampling campaign in the on-trade which it hopes to extend to the off-trade.

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