Anheuser Busch Companies (BUD)

[FUNMAN]

VERY COOL - Anheuser-Busch InBev partners Wayne Gretzky in Budweiser Super Bowl push - video

Anheuser-Busch InBev's Canadian unit has partnered with former ice hockey player Wayne Gretzky to launch a new campaign for its Budweiser brand.


The company said today that the 'Bring it Home' activation sees Budweiser's red light initiative, which has been around for five years, evolve to include gold livery in time for the Super Bowl. The bluetooth-enabled lights can by synced to a sports team so that they light up when a goal is scored.


The Bring it Home campaign features Gretzky, who has also put his name to the limited-edition Wayne Gretzky Gold-Synced Lights. The lights, which is limited to 2,000 units, carry an RRP of CAD399.99 (US$320), while 10,000 Wayne Gretzky Gold-Synced Glasses will retail for CAD29.99 each.


"The success of the Budweiser Red Light inspired us to make something special this year for the fans, and what better way to bring that to life than with The Great One himself," said Todd Allen, VP of marketing, Labatt Breweries of Canada. "Over the years, we've celebrated goals from coast to coast, and we're excited to now put these gold lights and glasses in the hands of Canadian fans and let it shine."


Gretzky also operates Wayne Gretzky Estate Wines, which was established in 2007. The company signed a strategic alliance with Canadian drinks group Andrew Peller in 2011 and in 2016, Gretzky put is name to a Canadian whisky.