2013: Rihanna is joining Anheuser-Busch InBev’s stable of music stars, which already includes Jay-Z and Justin Timberlake.
The pop star will take center stage in a campaign for Budweiser that will also include Jay-Z and reach more than 85 countries starting next week. The effort, called “Made for Music,” includes TV commercials featuring the two stars, limited-edition packaging, digital executions, out-of-home advertising and sponsorships of Rihanna’s and Jay-Z’s concerts.
While the global effort was inspired by Made in America, it will have a separate identity. Rather than host music festivals across the globe, Bud will weave its brand into Jay-Z ‘s and Rihanna’s concerts through VIP experiences and other promotions. The brand will also partner with Facebook to create custom content, while putting on its YouTube channel behind-the-scenes footage of the TV campaign, which is called “Dreams Are Made.”
The ads [below], which are directed by Mark Romanek, seek to “capture the creative spirit of a global generation, showcasing the many ways people create,” according to a statement from the brewer. The spots will initially air in core markets including the U.S., China and Brazil. The Rihanna ad features her newest single “Right Now,” while the Jay-Z spot features his “PSA” single. (Budweiser’s deal with Rihanna began with a sponsorship of “Diamonds World Tour”).
Examples of the special packaging includes a Rihanna “travel case,” which is a 24-pack of Budweiser beers that come in black cans emblazoned with a “Diamonds World Tour” logo.
Half of Me Documentary: Every amazing show is one half artist and one half audience. ‘Half Of Me’ is a story told from two perspectives: The fans, and Rihanna herself. Watch how Rihanna and her fans empower each other to make their dreams a reality.
2014: Budweiser unveiled its 2014 MADE for Music campaign, drawing on the brand’s long-standing support of great music and great artists of all types around the world.
Once again, MADE for Music will bring fans closer to Rihanna through a series of collaborations to be announced later this year. Additionally, the 2014 MADE for Music initiative will be supported by a global campaign featuring JAY Z and Rihanna running across more than 85 countries around the world where fans can enjoy a Budweiser.