New Product, New Artist: DDB Partners with New Artist Santogold to Launch Anheuser-Busch New Product Bud Light Lime As Bud Light Lime, Anheuser-Busch’s newest product, arrived in stores across the country, consumers are seeing a new campaign from DDB in Chicago where the music and beer are joined together.
Up and coming artist Santogold is heralded as the one of the most innovative artist coming out of New York at the moment. DDB forged a partnership with her and Bud Light Lime that is shaping up to be the hottest ticket of the summer. Bud Light Lime and Santogold’s self-titled album will hit the stores virtually on the same day.
“Good music in advertising should do the same thing that good music on the radio does. It should entertain people and make people pay attention to it. Bud Light has a history of entertaining people with it’s ads and Santogold turns heads everytime she releases a track,” said Gabe McDonough, Senior Producer of Music and Integration for DDB Chicago. “The advertising industry and the music industry are facing similar challenges in how to engage consumers. DDB has the new beer of the summer in Bud Light Lime and Downtown Records has the new artist of the summer in Santogold. It only makes sense that we should collaborate to get the most reach for both our brands.”
The campaign features two 15-second teasers, two 30-second spots and a viral video campaign that all feature Santogold’s music.
McDonough also had Santogold create a new version of “Lights Out,” one of the featured songs, and is making it available as a free download and ringtone on www.budlightlime.com. “I believe the best way to reach an audience is to give them something that makes them want to engage with you. The new version of ‘Lights Out’ is as much of a breezy summer hit as the original but with more dancefloor flavor. Judging by how many people downloaded the tracks leaked from her album, they’ll be all over this.”
To learn more about Bud Light Lime and Santogold visit www.budlightlime.com or www.myspace.com/Santogold.