AB InBev

Top-down campaigns by alcohol marketers give way to regional efforts driven by field personnel and retailers

Client: Anheuser-Busch Inc.
Product: Budweiser
P-O-P company: Decision Point Marketing, Winston-Salem, N.C.
Distribution: Off-premise accounts
Construction: Vacuum-formed, die-cut coex styrene; circuit board; LEDs, litho-printed decal
Introduction: June 1994

Client: Anheuser-Busch Inc.
Product: Michelob and O'Doul's
P-O-P company: Alger Creations Inc., Brooklyn, N.Y.
Distribution: Off-premise accounts
Construction: Vinyl
Introduction: May 1994

Product: Michelob Golden Draft beer
Number of signs: 250
P-O-P company: Fiberoptic Lighting Inc., Grants Pass, Ore.
Distribution: On premise
Introduction: May 1994
Duration: Permanent
Construction: Metal with powder coating (cabinet); styrene with laser-drilled holes for fiber (face); 0.030-inch diameter acrylic fiberoptic strands (fiber); 50-watt halogen bulb; synchronous motor; specially encoded color disc with silkscreened effects

Client: Anheuser-Busch Inc.
Producer: Everbrite Inc.
Category: Motion, Light or Sound: Wall unit
Comments: This large, 30-inch-diameter wall clock attracts attention with neon hands and a neon ring around its perimeter. Each of the clock's hands must be continually powered as it sweeps around the face. This was accomplished with a lightweight, low-consumption power supply that provides brilliant illumination.

Client: Anheuser-Busch Inc.
Producer: Everbrite Inc.
Category: Multiple Materials: Sign
Comments: To reinforce the brand's cool, refreshing image, this neon sign has a flare-patterned, polycarbonate cover that simulates the frozen logo in a block of ice. The sign is designed to hang on a 20-degree angle -- the exact angle of the original logo design.