Anheuser-Busch Companies, Inc.: Oh, And Beware Of The Penguins campaign

Rebecca Stanfel

Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the U.S. in 1995.

Anheuser-Busch Companies, Inc.: Oh, And Beware Of The Penguins campaign

Rebecca Stanfel

OVERVIEW

Anheuser-Busch introduced two new beers to its Budweiser family in 1995. Bud Ice and Bud Ice Light were both "ice brewed" by pumping the beer through ice chambers during the brewing process. Both varieties of Bud Ice were packaged in distinctive long-necked bottles shaped to look and feel like a handful of ice cubes. To inaugurate its newest product, as well as to bolster Bud Ice in the competitive ice beer market, Anheuser-Busch selected the San Francisco-based ad agency Goodby, Silverstein, & Partners to develop an advertising...

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