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New Michelob campaign captures "the kinder, gentler '90s." (Anheuser-Busch Companies Inc.'s beer advertising campaign)

An Anheuser-Busch, Inc., spokesperson reported Michelob's new advertising campaign is a departure from traditional beer advertising and "captures the feelings of the kinder, gentler '90s."

Themed "Some Days Are Better Than Others," the campaign breaks ground in several areas, according to Jim Schumacker, Michelob's senior brand manager. Combining the Michelob brands, the ads offer beer drinkers alternatives when they're having or planning to have a "great day."

"Rather than appeal to men, or to women, |Some Day' strikes a good balance in appealing to both sexes--adult beer drinkers in general," Schumacker said.

The new commercials include a wide variety of special moments that transcend age, sex or economic status, Schumacker continued.

"These commercials are really not about who is enjoying the brands, but rather when they are enjoying them," he said. "It is very much a psychographic approach to advertising, as opposed to demographic."

Among the special occasions that make for a great day and are featured in the spots are: a hockey team celebrating a championship, a family rejoicing at a wedding, sisters being reunited and a victorious women's softball team.

"The spots cover the broad range of emotions that can translate into a great day," Schumacker said. "Whether it be the birth of a child or friends enjoying each other's company, real emotions and humor enjoyed by everyday people are portrayed in the new campaign."
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Publication:Modern Brewery Age
Date:Feb 10, 1992
Words:227
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