Budweiser Officially Pivots to Project-Based Work in the U.S

After counting Anomaly as its U.S. creative agency of record for 8 years, Budweiser has officially moved to a project-based model for its stateside ad campaigns.

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A spokesperson for parent company AB InBev confirmed the change today, though one perhaps could have connected the dots based on the fact that Anomaly was not involved in the brand’s Super Bowl campaigns for the first time in several years. (David Miami made the broadcast ad while VaynerMedia handled a digital-only spot featuring the famous Clydesdales.)

AdAge first reported in December that the brand would be reaching out to all of its U.S. agencies for Super Bowl concepts.

Today, a client representative said that Budweiser would use its entire agency team, which consists of David, VaynerMedia, Mosaic and Anomaly, to develop all content and creative campaigns moving forward.

“The US Budweiser team has moved away from the traditional AOR model and instead works with a number of agencies to produce content,” he said. “That currently includes David, Vayner, Mosaic and Anomaly. No one agency is tasked as the primary creative agency.”

Our sources claim the move has led to a revenue loss for Anomaly. The agency, however, says that is not the case because—as also noted in the AdAge piece—it recently replaced VaynerMedia as Budweiser’s global digital and social media AOR. In a seemingly contradictory quote referencing the new U.S. work, Gary Vaynerchuk told AdAge in December that he was excited to “have a bigger seat at the table in 2018.”

It is not clear at this time exactly which markets the global remit covers.

“As someone who has led the Budweiser partnership for 8 years at Anomaly I will speak straight from the gut,” said Anomaly founding partner and joint global CEO Jason DeLand. “Anomaly is and continues to be the lead agency on Budweiser around the world. As global Budweiser grows so does Anomaly’s remit. We will do more with Budweiser in 2018 than we ever have!”

DeLand continued: “I can confidently say no other agency cares more, has worked harder or has learned more in working with ABI. We are proud of our long term relationship and our commitment is to ensure the partnership continues to grow for a long time to come.”

Anomaly’s relationship with another large client, Beats, also changed recently. In January, co-CEO Carl Johnson told Adweek, “A few months ago we decided to take a breather from executing work with Beats, after an intense and successful year creating powerful work together.” Sources confirmed that Apple has chosen to take more of that work in-house, at least for the time being.

from Agency Spy: http://www.adweek.com/agencyspy/budweiser-officially-pivots-to-project-based-work-in-the-u-s/143666

Bud Light Heads “Brewed Deep in the Heart” to Celebrate Texan Roots in New Regional Campaign

Today, Bud Light announced a new campaign aimed at going big in Texas in 2018 with multi-faceted programming across the Lonestar state. After launching a successful regional program in 2017, the brand will take its “Brewed Deep in the Heart” campaign to the next level with an ongoing music partnership with Texas-native musicians Siggno and Josh Abbott Band.

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(PRNewsfoto/Bud Light)

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 Lonestar and a cutout of the state on the tab. A new Texas-specific commercial featuring Houston Brewery employee Hannah Kight, “Stamping Iron” will debut regionally on February 12 and additional TV creative will be launched later in 2018. Additionally, the Texan-pride tabs will feature a cutout of the state on all Texas-edition packaging.

“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,” said Andy Goeler, Vice President, Marketing Bud Light. “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.”

In celebration of its Texan roots, the brand 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 statewide, and will be featured in one of Bud Light’s new Texas-focused commercials. Larger music programming in the region will fuel fan engagement, as Bud Light will be the sponsor for Josh Abbott Band ‘Brewed Deep in the Heart’ regional tour, and Siggno’s 100-show “Monster Tour” tour into 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.”

Siggno’s 100-city tour will kick-off in February, and is sponsored by Bud Light. “Texas is our home and our Texan fans have inspired our music for nearly 20 years. We are so honored to be a part of Bud Light’s ‘Brewed Deep in the Heart’ campaign and look forward to seeing our fans on the road.”

Bud Light’s largest brewery sits in Houston and has for over 35 years, with over 600 Texans brewing the beer every day. To learn more about Bud Light go to www.budlight.com or follow Bud Light on Facebook at Facebook.com/BudLight, on Twitter at @BudLight and on Instagram at @BudLight.

from PR NewsWire: https://www.prnewswire.com/news-releases/bud-light-heads-brewed-deep-in-the-heart-to-celebrate-texan-roots-in-new-regional-campaign-300597075.html

MillerCoors debuts Two Hats brand with ‘Good Cheap Beer’ campaign to woo non-beer drinkers

Brewing giant MillerCoors is introducing a new line of beers to reach young adults who don’t drink much beer, and with it a new campaign designed to appeal to that demographic.

Two Hats is a new brand of light beers with a hint of all-natural fruit flavor with two options, lime and pineapple, that won’t break the bank. The brand describes it in a release as “a good, cheap option that suits the taste and budget of a new generation of drinkers who aren’t currently big on beer.”

The accompanying campaign, called ‘Wait, What?’ is launching entirely on digital – a first for MillerCoors when launching a new brand – and will flood the internet with memes that they hope will make viewers say, “Two Hats is good, cheap beer. Wait, What?”

The simple campaign is certainly meme-ready, featuring quick videos (with six- and 15-second options) that show the beer and a ‘whoa’ face by a very 1970s-looking dude. One has the added element of slo-mo destruction as a bowling ball smashes into a pin-setting of wine bottles, stating: “Good cheap beer is coming… Stop your wine-ing,” meant to appeal to the current wine drinker who might just switch to a lighter beer.

Read more at The Drum: http://www.thedrum.com/news/2018/02/08/millercoors-debuts-two-hats-brand-with-good-cheap-beer-campaign-woo-non-beer

Ice cool Jean-Claude Van Damme returns to Channel 4 in Coors sponsorship deal

Muscles from Brussels Jean-Claude Van Damme is set for a return to the small screen as brand ambassador for Coors Light, part of a sponsorship package agreed with Channel 4.

The deal sees the drink named as the official sponsor of Comedy on Channel 4 from today, with VCCP-designed idents springing up around 8 Out of 10 Cats Does Countdown and The Last Leg.

This marks the first broadcast sponsorship to be signed by brewer Molson Coors and heralds the beginning of a year-long partnership between the brand and the public broadcaster.

Miranda Osborne, brand director at Coors Light, said: “We are thrilled to be associated with Channel 4’s Comedy programming. The partnership is a great fit with the Coors Light brand and a natural continuation of the iconic Jean-Claude Van Damme ice cold refreshment campaign, which will now have the opportunity to connect with our audience all year round.”

Rob Gold, managing partner at Zenith Media, which helped broker the deal with 4Sales, said, “Comedy on 4 is a fantastic partner for Coors Light; one of the UK’s best-loved lager brands. It provides the perfect platform to connect with our key audiences, enabling us to do so all year round within the content they love the most. Both Coors Light and Channel 4 have a reputation for innovation and finding new ways to deliver value to consumers, and we look forward to building on this throughout the partnership. Watch this space!”

Channel 4’s 2018 comedy output includes the likes of heart-breaking family comedy Flowers, starring Olivia Coleman and a lighthearted comedy/reality hybrid in the form of Lookalikes, a peek behind the scenes at the work of celebrity doppelgangers.

Van Damme currently stars as Jean Claude Van Johnson in an Amazon Prime spy spoof drama.

from The Drum: http://www.thedrum.com/news/2018/02/02/ice-cool-jean-claude-van-damme-returns-channel-4-coors-sponsorship-deal

CP+B Wins AB InBev’s Craft Beer Brand Goose Island After a Review

CP+B has won creative duties for Goose Island Brewery, which became one of AB InBev’s first craft acquisitions back in 2011.Goose-Island-e1517331844268.jpg

The agency first tweeted about their new partnership last week, and the client confirmed the assignment today.

“Goose Island set out to find a creative partner that can help us translate a 30-year craft brewing legacy into big ideas that are relevant and disruptive. We’re confident CP+B will help us realize our goal of getting America some damn fine beer as we look ahead to our next 30,” Goose Island Beer Co. president Todd Ahsmann said in a statement.

“We’re excited to partner with Goose Island, a brand always on the forefront of the American craft beer movement that continuously and passionately reinvents the category,” added CP+B global chief creative officer Linus Karlsson. “We’re equally as passionate thinking big for the brand and the journey ahead.”

Chicago-based VSA Partners won advertising, branding and packaging responsibilities for Goose Island in early 2014 and launched the brand’s first national campaign, entitled “To What’s Next.” A recent stunt by the brand saw Goose Island president Todd Ahsmann and co-founder Greg Hallpitch a Super Bowl ad idea to AB InBev’s marketing team.

Goose Island spent nearly $13.2 million on measured marketing in 2016 and over $7 million in the first six months of 2017, according to Kantar Media.

from Agency Spy: http://www.adweek.com/agencyspy/ab-inbevs-goose-island-partners-with-cpb/142691