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A-B announces Super Bowl ads; Paul Chibe quits.

Anheuser-Busch has announced it will debut five new ads during the Super Bowl XLVIII broadcast on Feb. 2, but the company has lost its top advertising honcho.

Paul Chibe, vice president of U.S. marketing--and architect of the XLVIII Superbowl campaign--has announced that he will be leaving Anheuser-Busch. He will be replaced by Jorn Socquet, the brewer's VP of marketing in Canada since 2010.

There were rumors that Mr. Chibe had been fired, but the parting, while sudden, seems to be of his own volition, and he will remain at the brewery through the Superbowl. "The Super Bowl is the biggest moment in sports and advertising," Mr. Chibe commented. "We have a game plan in place to deliver creative that celebrates Bud Light and Budweiser while reaching loyal beer drinkers and new generations."

A big Superbowl ad play is seen as a way to turn around Bud Light, which was down 2% in volume sales in 2013, according to IRI multi-channel data.

Super Bowl XLVIII marks the launch of Bud Light's new creative campaign, "The Perfect Beer for Whatever Happens." The BBDO campaign kicks off with two corresponding "Epic Night" spots--totaling 90 seconds and telling one cohesive story--and featuring celebrity appearances.

"'The Perfect Beer for Whatever Happens' will be the most robust and digitally integrated campaign in Bud Light history," said Rob McCarthy, v.p. Bud Light.

A-B will also debut the new Bud Light reclosable aluminum bottle with a 30-second spot title "So Cool."

The Budweiser brand will be promoted during the game with two ads--titled "Puppy Love" and "Hero's Welcome"--both featuring the Budweiser Clydesdales.

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Publication:Modern Brewery Age
Date:Jan 15, 2014
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