• Brandweek, Tuesday, February 14, 2006 11:30 AM

Anheuser-Busch is using the Winter Olympic as a vehicle to introduce new advertising for its Budweiser Select brand targeted to an adult audience. The brewer, which just saturated the Super Bowl with ads for Bud Light and flagship Budweiser, bought 103 spots on the Olympics' telecast, which runs from Feb. 10 through 26. The ads will include new creative for Budweiser Select showing images like elegant home dining, casual sports, artwork, time with friends and preparing for a night out. "We are looking for new ways to connect with our contemporary adult beer drinkers, and these ads take consumers to a new level of awareness--one they can identify with in their everyday lives," said Marlene Coulis, vice president-brand management for Anheuser-Busch. Bud, Bud Light and Michelob Ultra Amber also will get airtime on the games. A-B is the exclusive alcohol beverage and nonalcoholic malt beverage advertiser for all Olympic telecasts in the U.S. on NBC and its cable affiliates through 2008. It has been an Olympic supporter since Bud was the official beer of the 1984 Summer Olympics in Los Angeles.

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