Duckworth Finn lands 2.5m Michelob brief

Duckworth Finn Grubb Waters has won the 2.5m Michelob advertising account, with a brief to relaunch the premium lager to take on other US brands such as Miller Pilsner.

Brand owner Anheuser-Busch put the Michelob business up for pitch two months ago (MW October 18). It shortlisted incumbent BMP DDB, St Luke’s and Duckworth Finn.

It is understood the brand will be targeted at young male drinkers. Its current positioning is seen as too mature – appealing to males over 30. The premium lager market has become swamped with US beers, notably Anheuser’s Budweiser, Miller Pilsner and Miller Genuine Draft.

The last advertising for Michelob was by BMP. It was aired in February and ran on TV and in cinemas.

The Michelob range consists of draught, bottled lager and a third product, Michelob Golden Draft, which is produced for the UK market and is being tested in Scotland.

DDB won all the Anheuser work following an international realignment of the account out of D’Arcy Masius Benton & Bowles in November 1994.

The Michelob pitch is in alignment with Anheuser’s policy of using a number of agencies on its roster.

The media buying account remains at BMP.