Anheuser-Busch Unveils Michelob "Gimme Guys" Motion Display

A cylindrical 3-D motion display featuring the Michelob "Gimme Guys" in a moving golf cart is part of an integrated golf marketing program from Anheuser-Busch Inc. and the foundation of the company's off-premise merchandising effort."The Michelob 'Gimme Guys' are integrated into all our point-of-sale materials and television ads for this year's 'Great Golf Ball Giveaway' campaign," says Kurt Witzel, sales promotion manager for the Michelob family at St. Louis-based Anheuser-Busch. "Because of the display's spotlight on the 'Gimme Guys,' constant movement and 6-foot height, it is particularly eye-catching and ideal for building a retail presentation of Michelob beer, as well as Top-Flite golf balls."The freestanding rotating display features two cylinders supported by an inner pole. The inside cylinder shows a golf course scene and remains stationary. The outer revolving cylinder features the guys in a golf cart. As it revolves, it appears as if the guys are driving around the fairway.For printing efficiency, all single- and double-sided graphic elements are printed on 24-point stock in four colors. The outermost, rotating cylinder measures 22 inches in diameter and requires three D-size batteries. The unit is delivered and removed by Anheuser-Busch representatives; retailers handle the simple set-up.This is the third year Michelob has done the "Great Golf Ball Giveaway" promotion. Consumers can clip a certificate from the bottom of the 18-packs of Michelob beer to get a free sleeve of three Top-Flite golf balls that may be claimed at any of 320 specialty golf stores across the country. The stores are part of five participating chains (Pro Golf Discount, Golf Discount, Austad's Golf, Olympia Sporting Goods and Sportmart) and are using the display to highlight the XL 90 performance golf balls."Our entire promotion drives home the consumer correlation between Michelob beer and playing golf," says Witzel. "The Michelob brand has tied its marketing philosophy and strategy around golf for the past several years, but this year's promotion provides consumers with an added value: free golf balls."

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