Anheuser-Busch Real Estate

From 1983 to 1996, we served as strategic counsel to Anheuser-Busch, its trade association The Beer Institute, and created a national consumer support organization: Beer Drinkers of America. Total billings for the account (including its affiliated organizations but excluding political campaigns) exceeded $20 million. In collaboration with other public relations and advertising agencies, we created and executed outreach programs on public affairs matters through a network of 700 independent beer distributors throughout America.

• Created national newspaper advertising and direct mail programs focused on more than 30 target markets.
  
• Helped the company refine and expand its "Know When to Say When" responsible drinking campaign.
• Created public service and advocacy television commercials.
• Launched the company’s first national public affairs opinion research program.
  
• Provided political strategy recommendations for legislative affairs nationally and in more than a dozen states on a variety of issues related to alcohol beverage issues.
  
• Created and managed a 32-state consumer outreach program, “Beer Drinkers of America” with a five-year budget in excess of $15 million, including direct mail, collateral materials, and a quarterly full-color magazine with circulation of 140,000.
  
• Developed seven-state research program, managed focus groups and developed recommendations to help Anheuser-Busch retool their “Know When to Say When” advertising promoting responsible drinking.
  
• Helped craft a communications strategy and direct mail project in support of annexation of land to the City of Ft. Collins, enabling construction of a new brewery.
  
• Forged a partnership between Anheuser-Busch, Inc. and the Professional Association of Dive Instructors (PADI); wrote published and nationally distributed pamphlet, "Deep Thoughts about Drinking and Diving."
  

 

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Services provided:

• Print ads
• TV ads
• Opinion research
• Direct mail
• Public opinion