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Chicago, USA: After months of enduring mocking ads from archrival Miller Brewing Co., Anheuser-Busch is fighting back.
Anheuser-Busch's full-page ad in 'USA Today' showcases a large image of the competitor's product. Click to see larger image of ad, according to AdAge. The No. 1 brewer on Thursday ran an ad in USA Today showing a bottle of Miller Lite above the legend “The Queen of Carbs” and in smaller type, “South African Owned.” The bottom portion of the ads shows a much larger photo of the top of a bottle of Budweiser and text that says, “American brewed since 1876. The King of Beers.”

The bottom of the ad reads: “We’ll let Miller Lite spend all their time talking about carbs. At Budweiser, we’ll continue to spend all our efforts making great beer.” Miller is owned by SABMIller plc, previously South African Breweries.

This is the first shot in what Anheuser-Busch is calling its “Unleash the Dawgs” campaign against Miller Lite. The campaign was described to distributors Thursday during a broadcast on an in-house TV network. The executives on the broadcast were: August Busch IV, president of Anheuser-Busch Cos.; Bob Lachky, vice president of brand management and director of global advertising creative; and Mike Owens, vice president of sales, according to a distributor who viewed the broadcast.

According to the distributor, the multi-pronged campaign will include point-of-sale materials positioning Budweiser's recently reformulated sub premium Natural Light against Miller Lite. Bud's Natural Light, like Miller Lite, has 3.2 grams of carbohydrates. Other weapons include radio ads featuring the Bud lizards Frankie and Louie. The reptiles make fun of Miller’s “President of Beer” ad campaign; though don’t mention it by name. And there will be more ads positioning Lite as the “Queen of Carbs.”

Anheuser-Busch's response comes after months of aggressive Miller attack ads. In a recent one from Interpublic Group of Cos.’ Martin Agency of Richmond, Va., a woman tells a bottle of Bud it’s being dumped in favor of Miller Genuine Draft. The “President of Beer” ads by Wieden & Kennedy of Portland, Ore., make fun of Bud’s “King of Beers” positioning. An ad from WPP’s Ogilvy & Mather, New York, pointed out Miller Lite has fewer carbs than Bud Light.

Anheuser-Busch responded with a Bud Light ad pointing out that all light beers are low-carb and consumers should choose on taste. Miller has rebutted with ads saying Miller Lite tastes better.

What makes this all the more distressing for Anheuser-Busch is that sales of Miller Lite -- which has less than half the volume of Bud Light -- are surging while Bud Light sales are slowing down. Anheuser-Busch recently cut prices in some markets to narrow or close price gaps with Miller.

A memo from Mr. Owens to Anheuser-Busch's distributors about Thursday’s broadcast charged Miller with using “desperate tactics” and said “it’s time to show Miller the power of the Anheuser-Busch team.”

“They are running negative advertising in an effort to unseat… Budweiser and Bud Light,” the memo said. “This isn’t the first time this market follower has tried to grab momentum and talk value by taking swings at the leader.”


21 May, 2004