Budweiser is dialing up the patriotism this summer with packaging that replaces the “Budweiser” on the label with “America” on the front of its 12-oz. cans and bottles. What’s more, Anheuser-Busch InBev announced on May 10 that it is also modifying Budweiser’s label to include phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.”
While the lager brand has a long tradition of patriotic packaging, Budweiser latest effort aims to capitalize on upcoming key events. In addition to the upcoming presidential election in November, “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, in a statement. The “America” initiative is a way to salute the U.S., he said.
The America-themed cans and bottles will be on shelves nationwide from May 23 through the election in November. The branding is the focal point for Budweiser’s summer-long campaign “America is in Your Hands.” In addition to a new national TV spot, premiering June 1, the campaign will include billboards, murals, digital content and retail activations.