Budweiser has unveiled new packaging in an attempt to make this summer the most patriotic season this generation has seen yet.
Budweiser has announced the launch of its new summer campaign, which will take the brand’s patriotic packaging to a whole new level. Beginning May 23, the 12-ounce cans and bottles of Budweiser will be sporting “America” on their front label, instead of “Budweiser.” This patriotic labeling is scheduled to remain in place through the November election.
In addition to featuring “America” on the front of the 12-ounce cans and bottles, Budweiser is also modifying its iconic label by adding phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.” These new cans and bottles aim to inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity.
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. The “America” cans and bottles will star in the brand’s new national TV spot, premiering June 1.
“We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centario 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.”
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 100th anniversary 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.
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.