• Brandweek, Wednesday, October 18, 2006 12:45 PM

Rapper and entrepreneur Shawn "Jay-Z" Carter not only appears in new marketing and promotional efforts for Anheuser-Busch's Budweiser Select, he is also collaborating with the brewer on marketing strategy for the brand. The alliance launched on ESPN during "Monday Night Football," with the debut of two versions of a video supporting Jay-Z's new single, "Show Me What You Got."

A-B said the deal marks the first time the company has signed a celebrity to actively participate in the development of one of its beer brands. "His approach to reaching people in creative, groundbreaking ways that transcend cultural boundaries makes this alliance particularly exciting," says Marlene Coulis, vice president-brand management at A-B.

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