The company on Thursday announced a multifaceted initiative launching in 85 countries that seems to take a cue from Coke’s global music efforts.
Starting on July 15, the beer giant’s “Made for Music” campaign will be anchored by a pair of TV spots created by film director Mark Romanek with Rihanna appearing in one and Jay-Z, a Bud ads veteran, in the other. The commercials went live online today on the brand’s dedicated music site and YouTube.
The St. Louis brewery will sponsor the artists’ worldwide concerts through Labor Day but will not be involved with multiple-artist festivals as it has in summers past. Meanwhile, Made for Music will include limited-edition packaging, digital promos, out-of-home ads and Facebook messaging put together by the social platform and Budweiser’s marketing team.
RiRi will join a Bud marketing roster of musical notables that not only includes her and the hip-hop juggernaut Jay-Z, but also Justin Timberlake.
“Music truly is a universal language, and Budweiser is proud to work with and support the great artists who inspire millions of people across the globe with their talent, dedication and drive to achieve their dreams,” said Camilo Durana, global director of sports and entertainment for Budweiser, in a statement.
Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes. Each batch of Budweiser follows the same family recipe used by five generations of Busch family brewmasters. Budweiser is a medium-bodied, flavorful, crisp and pure beer with blended layers of premium American and European hop aromas, brewed for the perfect balance of flavor and refreshment.
Budweiser is brewed in 17 countries using time-honored methods including “kraeusening” for natural carbonation and Beechwood aging, which results in unparalleled balance and character.
