Mercury Mambo & Anheuser-Busch do the Texas Two-Step.

Anheuser-Busch is taking ownership of Texas country music and has asked Mercury Mambo to assist them in achieving this goal. Based on their successful promotional campaigns for Budweiser, Bud-Light and Ziegenbock brands in Texas.

“We are thrilled to be working with Anheuser-Busch and their family of brands on their Texas initiatives,” commented Mercury Mambo President Becky Arreaga. “Our passion and our expertise lie in creating relevant experiences that connect brands and consumers. Music, especially here in Texas, provides a powerful bridge to create memorable impressions.”

Mercury Mambo has created the look and feel for the main elements of the beer manufacturer’s newest campaign which includes sponsorship of well-loved Texas country music stars, such as Kevin Fowler, Randy Rogers Band, Candy Coburn, Reckless Kelly, Eli Young Band, and Cross Canadian Ragweed; and culminates with Ziegfest, an annual country music festival held in Lake Bryan, Houston and Corpus Christi, Texas.

For the campaign’s premiums and advertisements, Mercury Mambo took Texas iconography from the three brands and fused them with Texas country music to create branded guitars. The guitars were used as dealer loaders at retail locations and then given to the sponsored artists to play on stage. Furthering the campaign, Mercury Mambo worked with Anheuser-Busch on the branded “Best in Texas Music” CD by bringing a true Texan feel to the CD packaging. Finally, Mambo set the mood for the Ziegfest logo and out-of-home advertising by merging the tradition of Ziegenbock, a true Texas beer, with the spirit of Texas Country music.

“I think we nailed execution for all the brands under the Anheuser-Busch portfolio for our Texas outreach. It is tough to get that true ‘red dirt Texan’ emotion onto design, but it’s obvious Mercury Mambo gets it and delivered it for us,” said Kevin Cargile, Geographic Marketing Manager for Anheuser-Busch.