This post is part of a series on celebrity spokespeople who ended up doing serious harm to the brands they were hired to promote, or vice versa. See how we rank the 20 top spokesperson fiascos.

In 1987, Anheuser-Busch (NYSE:BUD) was featuring renown musicians such as Stevie Winwood and Phil Collins in a "The Night Belongs to Michelob" ad campaign. I'm sure the ad hacks in charge thought they'd had a stroke of genius when they conceived of using Eric "Slowhand" Clapton, performing his hit "After Midnight", as part of the series. 1 a.m., guitar god, and Michelob; seems like a natural, right?

I can't help but think that someone should have checked on Clapton's habits before launching the ad. Having fought well-publicized heroin addiction and a taste for cocaine, Clapton revealed to Rolling Stone that at the time of the ad's release he was in a detox facility. Battling alcoholism. His nights belonged to imaginary snakes rather than dirty-dancing runway models.

My suggestion? I'd steer clear of junkies as spokespersons, unless I was selling needles, smack or size 0 dresses. The image of spokespeople puking their guts out doesn't make me yearn for a beer.

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Anheuser-Busch (NYSE:BUD), noting the growing premium/boutique beer market share, is taking a new tack in its 2008 marketing. It will emphasize the quality of ingredients and brewing techniques in its core brands, Budweiser and Michelob. The strategy is an attempt to give them some of the cachet that has pushed sales of imports, such as those of its equity partners Grupo Modelo and Tsingtao.

According to the Wall Street Journal (subscription), the company will drop about $30 million on this campaign, while also increasing spending on more of the youth-oriented, humor-infused messages that promote Bud Light.

BUD is reacting to two challenges: declining/flat sales of its mainstream suds, and the competition posed by the recently announced partnership of SABMiller and Molson Coors (NYSE:TAP) to mutually market their products in the U.S. Anheuser-Busch successfully raised prices on its products in 2007, but I wouldn't expect such a move in 2008, in light of this competition.

In a campaign designed to elevate public perception of the quality of a brand, the danger lies in also elevating the public perception of the brand's cost. Too often, companies fail to find the right balance that persuades the public that they are getting a bargain, better quality for the same price. Or, in the words of a current Miller High Life campaign I feel is one of the best I've ever seen, "A tasty beer at a tasty price."

In a flat beer market, BUD's increased spending might just be enough to keep from sliding back, not a result likely to bump the stock price from its doldrums of the past 12 months.

[Photo drrt]