Word: michelob
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...release, This Note's For You, Neil Young took a lyrical stab at Eric Clapton, who sold his song to Michelob Beer for a high-profile commercial. At the end of his video for the title track, Young thrust a beer can before the camera, spinning it around to reveal the words: "Sponsored by nobody...
...years, most recently its "True Colors" campaign. "It came as a complete surprise to us," said the sobered JWT chairman, Burt Manning. "I still don't know what happened." Among the advertisers currently working the crowd for a possible new image: American Express (billings at stake: $60 million), Michelob ($35 to $40 million), Weight Watchers ($30 million) and -- appropriately enough -- Maalox ($15 million...
...drastic measures to defend their place in America's coolers. Last week market leader Anheuser-Busch announced an aggressive round of price cuts in response to markdowns by its archrivals, notably Miller Brewing and Adolph Coors. Anheuser-Busch will cut the prices of its major brands, including Budweiser and Michelob, by as much as 25 cents a twelve-pack to match competitors. The company says the markdown is necessary to protect its hard-won 41% market share. But beer-industry investors fear that the move could escalate into an all-out price war in which profits could be sharply pinched...
...start singing all the Michelob Lite commercial theme songs during lecture (e.g., the Frank Sinatra...
Anheuser-Busch is encouraged that during the test-marketing of Michelob Dry, word of mouth prompted a strong demand, particularly among women. Some of their capsule comments: "smoother," "very refreshing," "no beer aftertaste." The nation's other big brewers have adopted a wait-and-see attitude about dry beer, mindful that sales of Michelob's other brews (regular, light and dark) have recently fallen off. Ultimately, the fate of the new dries depends on the taste buds of the nation's 129 million beer drinkers, who can be both fickle and brand loyal all at once...