Budweiser is teaming up with Detroit-born rapper Big Sean on a special-edition, 25-ounce tall-boy can that features him front and center on the label.
The Big Sean Tall Boys went on sale Monday, with distribution limited to Michigan.
Budweiser is joining forces with the rapper as he releases his new album, “Detroit 2.”
In addition to promoting the new album, the cans feature elements that fans will associate with Big Sean’s long career. They feature the inscription: “You’re the chosen one, show the world they made the right choice.”
On the label, the rapper is depicted wearing his signature Detroit hat. The can also features imagery of roses, a recurring symbol in his career.
The campaign was handled by DraftLine, which is Budweiser parent AB InBev’s in-house agency. Roster agency VaynerMedia and Activate also supported the launch.
Budweiser isn’t the only beer brand leaning into rap and hip-hop culture.
Fellow rapper Snoop Dogg is currently pitching Corona beer in the “La Vida Más Fina” campaign by MullenLowe L.A. And Post Malone starred in a 2020 Super Bowl spot to launch Bud Light Seltzer.