Bud Light leads with Brewed Deep in the Heart to celebrate Texan roots in a new regional campaign

Bud Light today announced a new campaign designed to go big in Texas in 2018 with a multi faceted programme across the Lone Star State. After launching a successful regional programme in 2017, the brand will take its Brewed Deep in the Heart campaign to the next level with a permanent music partnership with the native Texan acts Siggno and the Josh Abbott Band.

The creative campaign covers out of home, television, digital and radio advertising in both English and Spanish, along with a special edition Texas pack featuring the Lone Star and a cut out of the state on the ring. A new Texas specific advertisement featuring Houston brewery employee Hannah Kight, called Stamping Iron, will debut regionally on 12 February, and a television creative element will launch later in 2018. Texas pride rings will also feature a cut out of the state across all Texas edition packaging.

"We have been brewing Bud Light in Texas for more than 30 years, so today I am proud to announce the new partners and creative work we have lined up for 2018," said Andy Goeler, vice president of marketing for Bud Light. "Texas has always been an important market for our business, and the Josh Abbott Band and Siggno are true Texan musicians and the perfect addition to our programming in the state. We are excited to work with them in 2018."

In celebration of its Texan roots, the brand enlisted the Josh Abbott Band to re record the iconic Texan song Deep in the Heart of Texas. The song will be performed on the Josh Abbott Band's tour of cities across the state and will feature in one of Bud Light's new Texas focused commercials. Further music programming in the region will drive fan engagement, as Bud Light sponsors the Josh Abbott Band's regional Brewed Deep in the Heart tour and Siggno's 100 concert Monstruo tour in spring 2018.

We have been brewing Bud Light in Texas for more than 30 years, so today I am proud to announce the new partners and creative work we have lined up for 2018

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"We want our fans to have the best experience at all our concerts, whether singing along, having a few cold beers or just enjoying our music with friends," said Josh Abbott. "When we heard Bud Light was going big in Texas in 2018 we were very excited to join forces and knew we had to be part of it. Deep in the Heart of Texas is such an iconic song that everyone in the state knows, and as proud Texans we are delighted to be able to record our version of it and to have it be part of the Bud Light campaign."

Siggno's 100 city tour starts in February, sponsored by Bud Light. "Texas is our home and Texan fans have inspired our music for almost 20 years. We are honoured to be part of Bud Light's Brewed Deep in the Heart campaign and we look forward to seeing our fans on the road."

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