Anheuser-Busch is counting on smooth-jazz impresario Kenny G to add a few new notes to an increasingly appealing strategy for beer advertisers around the Super Bowl. When the musician sounds his in…
. The Busch Light ads will appear in “stronghold markets” like St. Louis and Kansas City, as well as places like Nashville and Buffalo, where the beverage is gaining new traction, says Daniel Blake, a group vice president at the large brewer who oversees the Busch Light business.
“We are excited to have this spot air in a lot of markets that haven’t been traditional strongholds for the brand that are really significant growth opportunities,” he says.to make pitches for Budweiser, new Bud Light products, two Michelob Ultra beverages and Cutwater Spirits. But it’s relying more heavily on the local strategy, buying out time on individual TV stations to promote not only Busch Light, but Michelob Ultra Pure Gold and Stella Artois.
Not all viewers will see the spots, but that’s OK. The rise of social media means that consumers can pass along a clip or a text about the commercials to friends. And the giant brewer can do its marketing at a fraction of the cost.
The musician, who is known for albums such as “Duotones” and “Breathless,” was under some pressure to get his instrumental track completed. Anheuser-Busch reached out to him while he was out on touch in December, he recalls, and he knew he needed to have the music finished in advance of the commercial shoot, where he would act out the process of playing the song. “I wanted my fingers to hit” the right notes on camera, he says, so “I had to have it recorded pretty close” to the shooting date.
Busch Light fans should get a kick out of the scene, says Blake, the beer executive. The brew’s core customer is “more of what we call a traditionalist, rooted in core values such as hard work and family and being outside.” But these consumers also like to laugh, he says. “We don’t take ourselves too seriously.” You don’t have to be on national TV to do that.
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