Anheuser-Busch has launched a new alcohol awareness advertising campaign. The brewer's chairman, August A. Busch III makes an appearance in one of the adverts, urging parents to talk to their children about the ills of underage drinking.

Created in-house, the adverts are part of an average US$40m annual budget for responsibility efforts split among the company and its wholesalers.

Over the past 20 years, Anheuser-Busch and its wholesalers have spent US$500m on responsibility efforts, according to the company. Anheuser-Busch has also confirmed that a social-responsibility advert would appear in the coming Super Bowl.