AB InBev-owned Bud Light has started a new marketing campaign aimed at going big in Texas in 2018 as it unveils Lone Star State-themed packaging.
The brand is taking its Brewed Deep in the Heart campaign to the next level with an ongoing music partnership with Texan musicians Siggno and Josh Abbott Band.
The creative campaign, which encompasses out-of-home, TV, digital, and radio commercials in both English and Spanish, along with special edition Texas packaging featuring the Texas Lone Star and a cut out of the state on the tab.
A new Texas-specific commercial featuring Houston brewery employee Hannah Kight debuts today (shown below) and an additional TV advert will be launched later in 2018.
Bud Light vice president of marketing Andy Goeler said: “We have been brewing Bud Light in Texas for over 30 years, so today I’m proud to announce the new partners and creative we have lined up for 2018.
“Texas has always been an important market to our business, and Josh Abbott Band and Siggno are true Texas musicians and are the perfect addition to our programming in the state. We are excited to activate with them in 2018.”
The brand has enlisted the help of Josh Abbott Band to re-record the iconic Texan song Deep in the Heart of Texas. The track will be performed on the multi-city Josh Abbott Band tour, and will be featured in one of Bud Light’s new Texas-focused commercials.
Bud Light will also be the sponsor for Josh Abbott Band’s Brewed Deep in the Heart regional tour, and Siggno’s 100-show Monster Tour in spring 2018.
“We want our fans to have the best experience at all of our shows, whether singing along, having a few cold beers, or just enjoying our music with friends,” said Josh Abbott.
“When we got the news that Bud Light was going big in Texas in 2018 we were excited to join forces and knew we had to be a part of it. Deep in the Heart of Texas is such an iconic song that everyone knows in the state and as proud Texans, we are thrilled to be able to record our version of it and that it will be used as part of Bud Light’s campaign.”
Bud Light’s largest brewery is located in Houston and employs over 600 people.
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