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April 02, 2006
Drink the Right Thing: Spike Lee wants to have a beer with the dead
AP reports that Spike Lee's new television advertising campaign, "Here's to Beer," includes his fond wish that he could drink with one of his dead heroes. "He's unveiling new ads telling consumers to drink the right drink—and it's beer." (Naturally, "one of the ads will also star Lee.") But Anheuser-Busch says the adverts are promoting all beer. "The idea is to take consumers away from wine, spirits and trendy cocktails that have taken [away from] beer sales in recent years. [The] ads ask a simple question: with whom would you most like to drink a beer? Spike Lee's answer: late Brooklyn Dodger great, Jackie Robinson." 
While that notion of communing with the dead and their indulgences is enough to make you cringe, the brewer's "executive vice president for global industry development" says that it's more than that: it reinforces the company's message that "beer brings people together." It's about connection, you know. It's about something that's very social. It has a deeper meaning," said Robert Lachky." Other brewers' reactions? "Miller Brewing Co. could take or leave the campaign, said spokesman Pete Marino."We believe that the beer category does not have a problem, so we don't believe there's a category solution," Marino said."We are focused on really developing our individual brands," much as Mr. Lee focuses on developing his own.
Posted by pride at April 2, 2006 05:02 PM
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