Following Heineken’s partnership with Armin Van Buuren for the “Dance More, Drink Less” campaign, Bud Light Platinum has hooked up with Zedd and gone in a different direction. The “Turn Up Your Night” will be launched on January 26 with a 15 second spot at this year’s Grammy awards and will premiere a new track titled “Find You” by Zedd featuring Matthew Koma and Miriam Bryant.
Zedd will be replacing Justin Timberlake as Bud Light Platinum’s celebrity spokes person after retail sales dropp[ed] from 1.21% in May 2013 to 1.09% in early November” with Timberlake at the helm.
This is on the heels of corporations snatching up EDM artists to promote their brand including, “Calvin Harris (Sol Republic, Pepsi Max), Tiesto (Guess, HP, Armani Exchange) and Avicii (Ralph Lauren Denim & Supply, Coca-Cola’s Burn energy drink).”
“Bud Light Platinum is looking forward to connecting with the largest music movement of millennials, EDM, and sharing the same musical passion points as its drinkers,” says Rob McCarthy, vice president of Bud Light Brands at Anheuser-Busch. “Unveiling ‘Turn Up Your Night’ alongside Zedd, one of the most exciting artists in music, will solidify the brand’s investment in the EDM genre along with a number of different music initiatives we have throughout the year.”
What are your thoughts? Would you rather have a platinum studded night with Zedd, or dance more with Armin? Let us know in the comments.