Bud Light’s Big Late Summer Push : 15 New Spots in Increased Media Spend

Dear Client: "This is a unique time in our industry," writes A-B chief Dave Peacock with characteristic understatement. "And the time is NOW to ratchet up our efforts and compete aggressively." And compete aggressively he is. Dave outlined an aggressive push behind Bud Light, it's spinoff brands, and Mich Ultra for the remainder of the Summer which includes increases in spending behind Bud Light to the tune of tens of millions of dollars, both on-air and at retail to "enhance