A new marketing push from Budweiser draws on an ideal of the state – namely that determination, hard work and overcoming adversity will get you where you want to go.
Working with Grammy-nominated music artist and social activist Halsey (aka Ashley Frangipane), the brand’s latest addition to its Be a King campaign shows Frangipane’s real transition from writing music on the New York subway to performing in Madison Gardens . A two-minute spot shows how Frangipane made their way to the top of the music business and found inspiration for her stage name in Halsey Street Station on the Queens-Brooklyn border. (Halsey is an anagram of Ashley.)
“Budweiser is a brand built on ambition,” said Steve Arkley, Budweiser’s vice president of global marketing. “We had a founder who dreamed of coming to America and making it big, and that has been the DNA of our brand for years.”
The ad ends with overlaid text stating “Kings are not made overnight” to indicate that Halsey’s successes were not instantaneous.
“We want to encourage people to celebrate ambition, not just success,” said Arkley.
Budweiser has teamed up with professional footballers Sergio Ramos and Lionel Messi for previous installments of its “Be a King” campaign, but Arkley stated that the title also applies to women.
“We are passionate about the idea of King being a mindset and an attitude,” he said, noting that the term has popped up in culture lately, such as in Beyoncé’s film project ‘Black Is King’ and Alicia Keys’ ” She’s A “King Bomber Jacket.
Budweiser’s multiplatform marketing push, developed by Anomaly and filmed before the pandemic, is set to run in the US, UK, Canada, Brazil, Argentina, Japan and South Korea.
As part of the campaign, Halsey will also publish an original poem entitled “Becoming a King” and a limited edition dress designed by Halsey and her team. Budweiser and Halsey are donating all proceeds from the collection to the National Alliance to help end homelessness.
Budweiser first worked with Halsey on the activation of the BudX Hotel in Miami in February in association with Super Bowl LIV, where she performed a concert with the Black Eyed Peas, De La Soul and Diplo.
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