UK: Budweiser gets second True Dedication push in UK

Anheuser-Busch has readied a second wave of advertising for its 'True Dedication' campaign for Budweiser in the UK.

The brewer, which launched the initial advertising push in the country in March, said late last week that the second burst will begin this coming weekend and will run until the end of the month. The television advert will again feature the group of six musicians guided by their mentor, Dave Cloud. The adverts will air on national and satellite channels within scheduling targeted at 18- to 24-year-olds.

A second run of cinema placements are scheduled to accompany films including Wanted and The Dark Knight. An outdoor push will run for two weeks from 25 August.

Print advertising will feature in men's lifestyle and music titles including, FHM and GQ from the end of July until December. The single and double-pages spreads feature musicians from the television commercial with Dave Cloud drawing parallels between the personality of individual band members and aspects of Budweiser beer.

"We are seeing Bud's spontaneous brand awareness now being at its highest level this year amongst our target audience," said Vicki Kipling, Budweiser's UK marketing director. "The print and outdoor complement and build on the TV campaign and further deliver the message of Budweiser's True Dedication."

Additional customer support will include in-outlet and in-store communication including branded content on plasma screens, displays and semi-permanent point-of-sale.