Brief Description: The launch of Bud Ice in summer 1996 did not dilute the brand but created a success in its own right as well as increasing sales of the parent brand. The success was attributed to an appeal to a different market segment by strong consumer-based positioning and great advertising to emphasize this positioning with consumers. By December 1997 Bud Ice sold an extra 17m PPLs with a retail value of £15.5m, against adspend of £3.2m. (Econometric modeling)---(TAGS)---Full Title: The launch of Bud Ice - How advertising helped strengthen rather than dilute the Budweiser brand ; Number: 1998/42 ; Brand: Bud Ice ; Client: Anheuser Busch European Trade ; Product Category: Drink (Alcoholic drinks - all) ; Drink (Beer/Lager/Ale) ; Agency: BMP DDB ; Author: Matt Willifer, Les Binet ; Prize Winners: 2 Star (Adworks ref: Advertising Works 10)