Rolling Rock relaunches as A-B brand with viral effort

11/30/2006 | Pittsburgh Tribune-Review

Goodby, Silverstein & Partners, San Francisco, believed a little "controversy" was needed to relaunch Rolling Rock as an Anheuser-Busch brand. So, the shop created a series of billboards in which a fake marketing executive apologizes for fictional "Beer Ape" TV spots as a viral way to drive traffic to the brewer's Web site.

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