Anheuser-Busch St. Louis signed Las Senadoras as ambassadors for the Bud Light brand in targeting the US Hispanic Soccer fans.
This year CMN will again pair up Bud Light with the beautiful "Senadoras" of Univision’s No. 1 rated sport show, “Republica Deportiva." Alba, Natalia and Carolina are set to take on a 20-day tour in 2011 titled, “Ya Se Armo." Bud Light is the Official Beer of the Mexican National Team and supports "El Tri." The campaign “Ya Se Armo” focuses on how Bud Light helps elevate good times with friends while supporting the Mexican National Team. The "Senadoras" will visit off-premise accounts as well as games featuring the Mexican National Team to meet and greet their fans across the country. Bud Light consumers will have the opportunity greet the hosts during official autograph and photo sessions at select locations. Beautiful Bud Light set-ups are created in each account to captivate consumers' attention.
CMN’s responsibilities include: coordinating off-premise promotions with AB’s wholesalers, as well as coordinating media interviews in each market, travel logistics, activation elements, coordinating special appearances at the games and executing promotions at each account.