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."