Anheuser-Busch, USO Honor Nation's Military on Memorial Day

Anheuser-Busch, USO Honor Nation's Military on Memorial Day

Brewer Converts National TV Units Over Holiday Weekend To Air Emmy-Nominated 'Applause' Ad

ST. LOUIS, May 21 /PRNewswire-FirstCall/ -- In tribute to all who serve their country, Anheuser-Busch will air throughout the Memorial Day weekend on national broadcasts its acclaimed TV advertisement "Applause" that depicts American troops returning home from service overseas being applauded by travelers in an airport terminal. The spots will be tagged with the Web site address for the USO in recognition of the brewer's new partnership with the nation's premier military support charity. The spot was one of the most memorable and best liked of the 2005 Super Bowl and has aired on network television only twice.

"When this spot first ran, it immediately captured the emotions of millions of Americans because it expressed the heartfelt 'thank you' we all want to extend to the brave men and women who serve their country," said Dave Peacock, vice president of marketing, Anheuser-Busch, Inc. "We are honored to share this spot with millions of television viewers, as Americans pause over Memorial Day weekend to remember and pay tribute to those who serve and to the many who have lost their lives in service to our country."

Anheuser-Busch has long had a relationship with the USO, which operates more than 130 centers worldwide. Each center provides morale-boosting programs and services to troops and their families, offering free e-mail and Internet access, entertainment and lounge areas with large screen televisions, DVD players, video gaming consoles and other games, libraries and kitchens.

"The USO gladly joins such an iconic brand as Budweiser to continue supporting our men and women in uniform and their families worldwide. We need them. They need the USO. Together, the USO and Budweiser need you," said USO president and CEO Edward A. Powell.

The Budweiser-USO agreement expands awareness of the USO and its mission among American adults. Budweiser will include USO marks and information on all Budweiser military-themed advertising, point-of-sale items, military coins and promotional materials. The USO likewise will display Budweiser's logo on merchandise, promotional materials and its Web site. Budweiser will also co-brand USO-themed informational materials and merchandise, drawing attention to the two organizations' mutual goal of honoring and assisting those who serve and their families.

"Anheuser-Busch is always looking for ways to show our support of the U.S. military both at home and abroad," said Rocky Sickmann, director of military sales, Anheuser-Busch, Inc. "Together, Budweiser and the USO hope to provide a daily reminder to the American people that our nation's heroes are not forgotten."

The emotional "Applause" advertisement is based on the experience of a creative director at one of Anheuser-Busch's ad agencies, DDB-Chicago, who witnessed a similar homecoming for U.S. troops organized by the USO at Atlanta Hartsfield International Airport in late 2004. Military personnel from a variety of branches of service agreed to appear in the commercial, and are applauded by travelers as they make their way through the airport terminal. The ad concludes with the words "thank you." The spot was filmed in mid-January 2005 at Los Angeles International Airport and debuted on Feb. 6 during the Super Bowl.

"Applause" earned immediate praise from consumers and critics. In Super Bowl advertising consumer polls, the ad was rated first by The Wall Street Journal Online poll and third in USA TODAY's Ad Meter, and has garnered more than 2 million on-line views. "Applause" also earned a Creative Arts Emmy nomination for "Outstanding Commercial" from the Academy of Television Arts & Sciences. The spot has aired on national television only twice -- during the Super Bowl XXXIX broadcast on FOX and the 2005 Daytona 500.

Anheuser-Busch has supported the U.S. military for more than 150 years. Whether lending technical expertise, materials and facilities to bolster America's defense, or raising funds for veterans and dependents of military families, Anheuser-Busch has never hesitated in its commitment to America's armed forces. The company and its charitable foundation have given more than $10.8 million to military charities since 1987, including the Intrepid Fallen Heroes Fund, Pentagon Memorial Fund, the Hispanic War Veterans of America, and the Marine Corps Heritage Foundation. In addition, more than 4 million members of U.S. and coalition armed forces and their families have visited Anheuser-Busch theme parks free of charge since 1991 as part of the "Hero Salute" program. In 2005, Anheuser-Busch became one of the first corporate sponsors of the Department of Defense's "America Supports You" campaign. Anheuser-Busch has also been a long-time supporter of the USO.

Special USO programs include Operation USO Care Package, USO Operation Phone Home(R), Operation Enduring Care, the Mobile USO program, Operation Mail Call, Gifts from the Homefront, USO CarePages, and participation in the United Through Reading(R) Military Program. As America's military has become more expeditionary, so too has the USO, now using such programs as the 'USO in a Box' and 'USO To Go' to deliver morale-boosting services to the troops wherever they serve. As a nonprofit organization, the USO relies on the generosity of the American public to support its vital work. To donate to the USO, visit http://www.uso.org/donate.

Budweiser American-style lager follows the family recipe used by five generations of Busch family brewmasters. Brewed with only the finest hand-selected ingredients and Beechwood lagered for the perfect balance of flavor and refreshment, Budweiser is "the Great American Lager." Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.5 percent share of U.S. beer sales. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine's Most Admired U.S. and Global Companies lists in 2008. Anheuser-Busch is one of the largest theme park operators in the United States and is one of the world's largest recyclers of aluminum cans. For more information, visit http://www.budweiser.com/.

First Call Analyst:
FCMN Contact:

Source: Anheuser-Busch

CONTACT: Tiane Harrison of USO, +1-703-908-6433, tharrison@uso.org; or
Brian Eaton of Anheuser-Busch, +1-314-577-3914,
brian.eaton@anheuser-busch.com

Web site:

http://www.anheuser-busch.com/
http://www.budweiser.com/
http://www.uso.org/donate

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