• May 27, 2009

NASCAR legend Richard Petty is the spokesperson for a new Anheuser-Busch campaign reminding racing and beer fans to use designated drivers.

The responsibility campaign's theme, "Designated Drivers...Preferred By Kings Everywhere," alludes to Petty's "King of the Road" nickname and Budweiser's "King of Beers" brand tag.

The national campaign, which kicked off last week in time for Sunday's NASCAR race in Charlotte, N.C., includes a print ad, outdoor board, tee-shirt and sign-making materials being used in local markets by Budweiser's more than 600 wholesalers at retailers, racing venues, in publications and through other race-related promotional channels.

Since 1982, A-B and its wholesalers have invested more than $750 million in national advertising campaigns and community-based programs to promote responsible drinking. In 2009, the company ranked first in social responsibility on Fortune's "World's Most Admired Companies" list.

--Karlene Lukovitz