Budweiser Replaces its Logo with America Through Election Day
By Burt Carey
In a nod toward patriotism seldom seen in corporate circles these days, Budweiser has refashioned its 12-ounce cans and bottles with an iconic name, America.
The country’s biggest-selling brew has replaced its name for the summer season and will continue the promotion through Election Day in November. The company, which has a long tradition of using patriotic packaging, has emblazoned the word America in the same design as its famous Budweiser logo.
The cans and bottles also include phrases from the Pledge of Allegiance, “The Star Spangled Banner,” and “America the Beautiful.”
A company news release says the temporary name change is encouraging American beer drinkers to celebrate their country and its shared values of freedom and authenticity.
National television advertising sporting the new name will begin airing this week.
The “America is in Your Hands” campaign will come to life this summer during culturally relevant moments where Budweiser will be present, including Fourth of July celebrations, the Copa America Centenario soccer tournament, the 100thanniversary of the National Park Service, and events to celebrate the brand’s six Team Budweiser athletes competing to appear in the Rio 2016 Olympic and Paralympic Games. The campaign will include billboards, murals, digital content, and retail activations along with additional surprises to be revealed throughout the summer.
“We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games,” said Ricardo Marques, vice president, Budweiser. “Budweiser has always strived to embody America in a bottle, and we’re honored to salute this great nation where our beer has been passionately brewed for the past 140 years.”
Budweiser is also unveiling new cans and bottles featuring a magnified view of the Statue of Liberty’s torch, inspired by Team Budweiser, the brand’s six Olympic and Paralympic hopefuls. On shelves from May 23 through mid-September, the “Torch” packaging will be available in 16-oz. and 25-oz. cans, along with 16-oz. aluminum bottles.
Designed in partnership with Jones Knowles Ritchie New York, Budweiser’s bold new look serves as the focal point for its summer-long campaign—“America is in Your Hands”—which reminds people from sea to shining sea to embrace the optimism upon which the country was first built.
Source: Baret News