Budweiser ‘True Summer’ With Supermodel Elsa Benitez.

Three holidays and one supermodel highlight the latest promotion by the world’s most popular beer brands. Budweiser and Bud Light announced that supermodel Elsa Benitez will serve as spokesperson for the Bud Family “True Summer” 2001 program, which features Memorial Day, Independence Day and Labor Day along with opportunities for consumers to win prizes instantly.

Benitez, who graces the cover of the latest Sports Illustrated swimsuit issue, will be featured on “True Summer” 2001 promotional point-of-sale (POS) items. Benitez has also appeared on recent covers of Vogue, Elle and Marie Claire magazines.

“The ‘True Summer’ 2001 promotion combines Budweiser and Bud Light, the two top-selling beers in the world, with the hottest selling season of the year, and provides consumers with a tremendous opportunity to win great prizes,” said Dan McHugh, director of retail sales promotion, Anheuser-Busch, Inc. “Featuring Elsa Benitez in ‘True Summer’ promotional materials will help the Bud Family make a major impact at retail.”

Three summer holiday promotions – “Dive In” (Memorial Day), “Red, White & True” (July 4th) and “Last Call” (Labor Day) – offer unique display opportunities through fresh and innovative point-of-sale (POS) materials. Stand-up displays, imprintable banners and cooler toppers feature Benitez and “True Summer” imagery.

“Dive In” invites consumers to experience everything summer has to offer. “Red, White & True” provides a star-spangled, all-American look that allows retailers to decorate for Independence Day. “Last Call” marks the holiday that allows good friends to enjoy the last days of summer together.

Consumers 21 and older can win one of more than 7,000 prizes through specially marked “instant win” bottles and cans in a giveaway totaling nearly $4 million (where legal). Winning bottles will feature special labels while winning cans will have a special design.

Take-one booklets, titled “Your Guide to True Summer,” highlight great prizes including MP3 digital music players, barbecue grills, portable televisions, vacations at Anheuser-Busch’s new theme park in Orlando, Discovery Cove, and tickets to a special Budweiser end-of-summer “Last Call” party.

“Consumers can win simply by selecting the Bud Family products of their choice,” McHugh said. “Instant win cans and bottles in specially marked packages will be available throughout the summer.”

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