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In Summer 2016, in the midst of heated Presidential debates, Copa America, and the Rio Olympics, Budweiser’s America can stole the conversation. For Summer 2017, we wanted to continue telling Budweiser’s story. We kicked off summer by bringing back our bold America can design, but that wasn’t enough. We wanted to remind Americans that the Bud they hold in their hands was brewed right here in the States.
There are 12 Budweiser breweries across the country, proudly brewing Bud’s distinct golden suds. Californians drink Budweiser brewed in California. New Yorkers drinks Bud from New York.
To celebrate Budweiser’s home-grown pride, Bud replaced the name of their beer with the 11 states that brew Bud: California, Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas, and Virginia. We brought to life each state’s individuality.
For each of the state aluminum bottle designs, we changed 4 different label elements:
“Budweiser” script changed to state names: Carrying on the spirit of bold, name-changing moves from last summer, we replaced the Budweiser script on the front label to each of the 11 individual state names, representing the 11 states where Budweiser is brewed – a reminder that this great beer was brewed in this great country.
Center of Medallion “AB Monogram” changed to state initials:A simple change that reinforces our overall goal – remind consumers that Budweiser is brewed in America.
“King of Beers” changed to State Mottos:Budweiser is the King of Beers. America is One of Many (E Pluribus Unum). It only seemed fitting to replace this copy with the individual state mottos, highlighting local pride. For example, New York’s motto is “Ever Upward”, Texas’ motto is “Friendship”.
Liberty and Justice for All changed to State Nicknames:On the America can design, we replaced the original “Anheuser-Busch Inc.” with copy from the Pledge of Allegiance – “Liberty and Justice For All”. To continue highlighting local pride, we replaced “Liberty and Justice For All” with the 11 states’ nicknames – “The Empire State”, “The Sunshine State”, “The Lone Star State” etc.
To further the cause, each of the 12 breweries opened their doors for tours to the public, starting with the original St. Louis brewery.
Budweiser’s State-specific packaging instilled a sense of home-town pride in the states where activated. It continued to sew the seeds of an American-born story and further solidified Budweiser’s place as a national icon.