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BUD DRY COMMERCIALS CONTINUE 'WHY ASK WHY' THEME: REINFORCE NEW POSITIONING AND NEW BOTTLE

 ST. LOUIS, March 12 /PRNewswire/ -- Bud Dry, the dry beer category leader, has developed two new commercials scheduled to air in mid-March.
 The spots feature the brand's new painted label bottle and are designed to further communicate Bud Dry's consumer benefits by using the phrase, "Why Ask Why...Try Bud Dry...It's A Less Filling Beer...With A Lot More Taste."
 "These latest spots continue the humor of our award-winning 'Why Ask Why' campaign," said Tim Schoen, senior brand manager for Bud Dry. "We are emphasizing to consumers that Bud Dry is a product with easy 'drinkability' and fewer calories than a regular beer, with all the great taste of a premium beer."
 The first spot, "Same Old Story," uses the "Dick and Jane" approach to comically illustrate the familiar scenario of a man, Dick, who sees a woman, Jane, in a crowded bar. He goes to talk to her and everything seems fine until her muscular male-friend, Buck, spots Dick making his move and disapproves. Buck quickly moves toward Dick to break up his conversation with Jane. Dick sees Buck coming toward him and quickly exits.
 The second spot, "Grass is Greener," illustrates that it is human nature to want what we can't have. The spot opens with two couples seated in a bar. The men are obviously interested in each other's date, and communicate that fact via glances to the other. The voice-over asks "Why is the grass always greener?" The answer, of course, is "Why Ask Why?" At that point an attractive man walks by their table and the women take a long look as he passes, demonstrating the fact that both sexes want what they don't have.
 The spots use the familiar visual of the "light" beer bottle and "draft" beer bottle morphing. This time, however, they morph into the new Bud Dry painted label bottle, recently introduced nationally to on- premise accounts.
 Both spots were created and produced by DDB Needham/Chicago.
 Bud Dry is a product of Anheuser-Busch, Inc., the world's largest brewer.
 -0- 3/12/93
 /CONTACT: Douglas H. Murdoch, 314-982-8606, for Anheuser-Busch/
 (BUD)


CO: Anheuser-Busch, Inc. ST: Missouri IN: ADV SU:

TM -- NY067 -- 5696 03/12/93 18:03 EST
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Date:Mar 12, 1993
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