March 09, 2001

Anheuser-Busch announced a new ad campaign for Tequiza, encouraging adult consumers to, "Speak your mind. Drink your beer."

The brand which maintains the "Beer Without Borders" campaign introduced in 2000, features a new tagline, "Speak your mind. Drink your beer." The new campaign will continue to build on the brand's success since being introduced nationally in February 1999.

"The 'Beer Without Border's' campaign has successfully communicated that Tequiza is a domestic beer, made with imported ingredients to be enjoyed by men and women," said Bob Scheetz, brand manager, Tequiza, Anheuser-Busch, Inc. "The new campaign thrives on situational copy, for example, one billboard reads 'I'm laughing 'cause you're my boss.' We believe this new copy will refresh the brand's unique approach and increase consumer trial."

The new advertising is bold with black type on a yellow background giving a very sophisticated, contemporary appeal. In addition, the new campaign exemplifies the sociability of beer and free spirit of Tequila.

"Unlike flavored alcohol beverages, Tequiza is a refreshing beer for all adult consumers. As an example, import drinkers and non-beer drinkers who traditionally consume wine, wine coolers and mixed drinks are sampling Tequiza," said Scheetz. "Sampling is key when growing the category and we're pleased with the results."

Latino outdoor and radio advertising will be available in select markets. Dieste & Partners, Dallas, created the advertising campaign.

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