Anheuser-Busch Cos., the nation’s leading brewer and maker of the “King of Beers,” is also arguably the “king” of branding, TV beverage ads and being a “bud” to America’s diverse communities as well.
Local master caricaturist C’BABI (Creative Black Artist Battling Ignorance) BAYOC (Blessed African Youth of Creativity) has benefited from A-B’s community- and minority business-based initiatives.
For the third consecutive year, C’BABI has been tapped by A-B to render its “True Pioneers” poster art series commemorating Black History Month.
The posters, considered collector’s items, feature African-American cultural icons and are available nationwide at supermarkets, convenience stores and other retail outlets.
This year’s series features C’BABI’s recognizable style of caricatures depicting the late, legendary singer Marvin Gaye, activist/poet Nikki Giovanni, NBA Hall of Famer Bill Russell and hip-hop pioneer Grandmaster Flash. The “True Pioneers” posters include brief biographical sketches of the personalities.
“For more than two decades, Anheuser-Busch has produced innovative promotions to celebrate and recognize African Americans and their achievements,” said Bryan Hammonds, Budweiser product manager.
Bill Bradley, Bud Light brand manager, said, “The ‘True Pioneers’ poster series continues that great tradition to honor the trailblazing legacy African Americans continue to make in various areas of the arts and society.”
C’BABI’s brushes with making black history are shaped by his remarkable artistic talent, which has drawn commissions by Prince (to create the cover of his album Rainbow Children), Violator Records and Vibe magazine.
This year, A-B is sponsoring a poster signing for BAYOC. He will make appearances at events across the country. They include: The Muhammad Ali Butterfly Ball Feb. 26 in Atlanta, the CIAA Basketball Tournament in March in Raleigh, N.C. and the Budweiser/Bud Light booth at the Essence Music Festival July 4 in New Orleans.
“It’s an honor,” said C’BABI of the commission and sponsored poster signings. “I’m able to paint and do my craft, so it helps keep my dream alive.”
C’BABI said he the likes that the series, whose focus used to be music, is now all-inclusive.
He was especially excited about painting Giovanni, since she is the only female of group and a writer whom his wife, Rein Bayoc, also a writer, admires.
“Going beyond music was a big deal,” he said. “People put so much emphasis on sports and music, so I thought it was a good emphasis of concentration. It shows that there’s more than one way to have a great life.”
A-B continues to assist African Americans who choose business and entrepreneurship as a way of life.
“For decades, Anheuser-Busch has worked with leaders of the African-American community to create new opportunities, and to celebrate the vital contributions African Americans have made to the nation’s culture and heritage,” said August A. Busch III, Chairman of the Board, Anheuser-Busch, Inc.
“We’re proud of the many friendships and productive partnerships we’ve made along the way.”
Diversity initiatives and outreaches include health, employment, education through scholarships and economic development through its minority supplier programs involving 6,000 minority- and women-owned businesses. The centerpiece of the economic effort is “Partners in Economic Progress,” a structured initiative designed to ensure that minority- and women-owned firms have an opportunity to do business with A-B and its subsidiaries. Each year, A-B purchases more than $400 million in goods and services from companies that participate in the program.
