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Here’s to Beer! Here’s to Dad!
June 8, 2006
Industry Development Campaign Celebrates Father’s Day with New Ads
ST. LOUIS (June 8, 2006) — As part of its “Who Would You Have a Beer With?” campaign, “Here’s To Beer,” the industry development effort led by Anheuser-Busch, debuted new ads for Father’s Day saluting the powerful bond between fathers, sons and daughters.
The new television ad features Emmy Award-winning broadcaster Joe Buck saluting his father, legendary Hall-of-Fame broadcaster Jack Buck. The ad, themed around the special relationship fathers have with their children, combines historical broadcast footage and Buck family photos with poignant commentary from Joe Buck.
The ad was created by Waylon and produced by Park Productions. It will air throughout June on national broadcast and cable networks during high-profile sporting events, including broadcasts of the FIFATM World Cup, U.S. Open Championship, NHL Stanley Cup finals, NBA Finals and select MLB broadcasts.
The company also will run a “Here’s To Beer” Father’s Day print ad in USA Today on June 16, encouraging adult consumers to raise a glass to dad and visit www.herestobeer.com.
“Getting together for a beer is a great way for fathers and their adult sons and daughters to celebrate the day, share stories and create new memories that will last a lifetime,” said Bob Lachky, executive vice president, Global Industry Development, Anheuser-Busch. “These new ads are a unique way to honor fathers and convey beer’s place in family celebrations.”
“Here’s To Beer” launched its “Who Would You Have a Beer With?” campaign in April, with a series of ads featuring vignettes of celebrities discussing who they would have a beer with if they had the chance. The first two ads in the series were directed by Spike Lee and featured Spike saluting baseball legend Jackie Robinson and Emmy Award-winning actor and “The Sopranos” cast member Michael Imperioli toasting film legend Humphrey Bogart.
In conjunction with the ads, “Here’s To Beer” is hosting a consumer contest called “Who Would You Have a Beer With?” at www.herestobeer.com. In the first phase of the contest, entrants nominated anyone -- famous or unknown -- and provided 50 words or less to make their case. Five finalists will be selected to receive a video camera to record their stories, which will be posted on the Web site. Beginning July 24, consumers can visit www.herestobeer.com to vote on their favorite video. The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.
In February, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer -- it brings people together in an unpretentious way.
Romancing the product and the art of brewing -- reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently -- giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s To Beer” consumer Web site, www.herestobeer.com, has averaged nearly 100,000 hits per month. The Web site text is available in English and Spanish.
June 8, 2006
Industry Development Campaign Celebrates Father’s Day with New Ads
ST. LOUIS (June 8, 2006) — As part of its “Who Would You Have a Beer With?” campaign, “Here’s To Beer,” the industry development effort led by Anheuser-Busch, debuted new ads for Father’s Day saluting the powerful bond between fathers, sons and daughters.
The new television ad features Emmy Award-winning broadcaster Joe Buck saluting his father, legendary Hall-of-Fame broadcaster Jack Buck. The ad, themed around the special relationship fathers have with their children, combines historical broadcast footage and Buck family photos with poignant commentary from Joe Buck.
The ad was created by Waylon and produced by Park Productions. It will air throughout June on national broadcast and cable networks during high-profile sporting events, including broadcasts of the FIFATM World Cup, U.S. Open Championship, NHL Stanley Cup finals, NBA Finals and select MLB broadcasts.
The company also will run a “Here’s To Beer” Father’s Day print ad in USA Today on June 16, encouraging adult consumers to raise a glass to dad and visit www.herestobeer.com.
“Getting together for a beer is a great way for fathers and their adult sons and daughters to celebrate the day, share stories and create new memories that will last a lifetime,” said Bob Lachky, executive vice president, Global Industry Development, Anheuser-Busch. “These new ads are a unique way to honor fathers and convey beer’s place in family celebrations.”
“Here’s To Beer” launched its “Who Would You Have a Beer With?” campaign in April, with a series of ads featuring vignettes of celebrities discussing who they would have a beer with if they had the chance. The first two ads in the series were directed by Spike Lee and featured Spike saluting baseball legend Jackie Robinson and Emmy Award-winning actor and “The Sopranos” cast member Michael Imperioli toasting film legend Humphrey Bogart.
In conjunction with the ads, “Here’s To Beer” is hosting a consumer contest called “Who Would You Have a Beer With?” at www.herestobeer.com. In the first phase of the contest, entrants nominated anyone -- famous or unknown -- and provided 50 words or less to make their case. Five finalists will be selected to receive a video camera to record their stories, which will be posted on the Web site. Beginning July 24, consumers can visit www.herestobeer.com to vote on their favorite video. The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.
In February, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer -- it brings people together in an unpretentious way.
Romancing the product and the art of brewing -- reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently -- giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s To Beer” consumer Web site, www.herestobeer.com, has averaged nearly 100,000 hits per month. The Web site text is available in English and Spanish.