Bud Light heads ‘Brewed Deep in the Heart’ to celebrate Texan roots in regional campaign

In Texas in 2018, Bud Light is going big or going home with a new campaign with programming across the Lonestar state.

After the launch of its “Brewed Deep in the Heart” campaign, the brand is taking the campaign to the next level with ongoing music partnership with Texas-native musicians Siggno and Josh Abbott Band.

The campaign encompasses out-of-home, TV, digital and radio commercials in both English and Spanish and special-edition packaging featuring the Texas Lonestar and a cutout of the state on the tab.

“We have been brewing Bud Light in Texas for over 30 years, so today I’m proud to announce the new partners and creative we have lined up for 2018,” says Andy Goeler, vice president, marketing at Bud Light. “Texas has always been an important market to our business, and Josh Abbott Band and Siggno are true Texas musicians and are the perfect addition to our programming in the state. We are excited to activate with them in 2018.”

To celebrate the Texan roots, the brand teamed up with Josh Abbott Band to re-record the iconic Texan song, “Deep in the Heart of Texas.”