A-B hopes Santogold has Midas touch for Lime; Taps emerging artist for launch to differentiate brand from Bud Light.(Madison & Vine)(Anheuser-Busch Companies Inc.)(Santi White)

Advertising Age, May, 2008 by Mullman, Jeremy

Byline: JEREMY MULLMAN

The emerging pop star Santogold's mix of what Rolling Stone described as "electronic beats with punk guitars and New Wave synths'' took the recent South by Southwest music festival by storm.

Now Anheuser-Busch is hoping that sound can sell some beer, too.

A-B is featuring Santogold's music in creative for Bud Light Lime, the light beer's first brand extension, which is targeting drinkers who would otherwise be knocking back Corona, Miller Chill or cocktails. The brewer is also giving away free downloads of a remixed Santogold track on its website.

Total first-year ad spending behind the brand-which launched in mid-April-is projected at $35 million.

Santogold-aka Santi White, a female vocalist whose...

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