Whassup?

Do you remember this TV commercial?

 

And this one?

 

Budweiser, one of the highest selling beers in the US has also incorporated music as a marketing tool, in order to create its own brand image.

Budweiser beer is produced by Anheuser-Busch InBev., introduced in 1876 by its founder Adolphus Busch, and currently available in 80 markets worldwide. The firm is acknowledged by their humorous and foolish campaigns.

In the early 1990s, Anheuser-Busch brewery commissioned a popular song: “Under the Anheuser Bush”. The song was undoubtedly written to promote Budweiser’s consumption. Listen to it and pay attention to its chorus!.

 

Come, come, come and make eyes with me

Under the Anheuser bush

Come, come drink some “Budweis” with me

Under the Anheuser bush

Hear the old German band

Just let me hold your hand – ja-a!

Do, do come and have a stein or two

Under the Anheuser bush

The company has mainly promoted and sponsored several Music Festivals across US, Argentinian Atlantic Coast and also some local ones in Spain, but has not developed any digital platform for music streaming nor music contests as the ones launched by Corona.

Therefore, we can state that while Corona has strengthened its brand image based on different music programs, Budweiser has still lot to do.

In spite of that, the North American company has focused its music strategy on Live Performances obtaining numerous recognitions. One example is the Budweiser Made in America Fest that was held in Philadelphia last 1st and 2nd of September 2012, with Jay Z and Pearl Jam as main lure.

The event was a result of Budweiser, Live Nation and Jay-Z collaboration and will probably have future editions.

Budweiser was chosen as a partner from the beginning because, according to Steve Stoute, CEO of ad agency Translation:

“They own the trademark for Made In America, and the narrative of the Festival was everything Made In America stands for

The synergy allowed the event to be much more than just music and partying. Actually, art students around the country were invited to design their own version of the American flag!

If you want to experience Budweiser’s Live Fest while being in Spain you should attend the Benidorm Low Cost Festival, which will take place from 26 to 28 of July, 2013. Who is in?

Additional info:

Have a look at the following links for more information about Budweiser Music Tours, Budweiser on the Road Argentina and Made in America Fest 2012 editions

http://www.prnewswire.com/news-releases/budweiser-superfest-presents-jill-scotts-summer-block-party-125108344.html

http://www.mundocerveza.com/20120102/comienza-la-gira-budweiser-music-on-the-road-2012/

http://www.billboard.biz/bbbiz/industry/branding/jay-z-on-the-budweiser-made-in-america-fest-1007050552.story

http://www.billboard.biz/bbbiz/industry/branding/steve-stoute-on-uniting-budweiser-jay-z-1007916952.story

http://articles.latimes.com/2012/sep/04/business/la-fi-bud-young-drinkers-20120904

http://www.madeinamericafest.com

http://www.budweiserlive.es/low-cost

http://www.budweiserlive.es/ciclos

Monica Manubens

 

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