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Cuban-American singer Pitbull.
Ad Age recently described a new Bud Light ad campaign that will star Cuban-American singing sensation Pitbull (AKA Armando Perez). Pitbull has already been featured in ads for Kodak, along with Drake and Trey Songz, and Dr. Pepper, for whom he wrote a special song, Vida 23 (referring to the 23 flavors in Dr. Pepper). The new spot for Bud Light includes the song “Bon Bon.”
Ad Age also discusses Bud Light’s uphill battle to win over Hispanics, as they compete with imports and spirit brands. Diageo, the liquor distributor, recently made a major upfront buy with Univision; we have also previously written about efforts by U.S.-based brewers to woo Hispanics. The big question seems to be whether Hispanics prefer beer brands from their country of origin, or whether they are willing to adopt a beer as All-American as Budweiser. Bud Light is to be applauded for beginning a campaign that targets the new multicultural mainstream in America, starring a singer who appeals to young people of all ages.
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