UK Budweiser campaign in 1987. Paper looks at history of the brand since its launch in 1984. Successful off-trade but less so on-trade wanted to increase sales whilst retaining premium quality image. Campaign wanted to stress this quality despite the usual perception of American beers. Using TV and press. Sales analysis showed campaign effectiveness especially in the draught market, with the brand outperforming the market. Image changes remained positive for a longer period of time in the advertised areas. Paper shows value of creating the right brand personality.