A-B readies Super Bowl playbook

01/21/2008 | NYTimes.com · Wall Street Journal (free content), The

Anheuser-Busch, the Super Bowl's biggest marketer, has nearly a dozen ads ready to go for the big game, but will decide the final lineup for its seven spots as the Feb. 3 kickoff draws closer. Rather than promote all its brands, the brewer is focusing on its core Budweiser and Bud Light brands. Robert C. Lachky, EVP for global industry and creative development at A-B, said: "We have to go to the mother lode. If you focus on your core brands, the rest of the portfolio will benefit."

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NYTimes.com · Wall Street Journal (free content), The

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