Hitting shelves May 23, Budweiser is upping their traditional patriotic packaging by replacing “Budweiser” with “America” on the front of their bottles and 12-oz. cans. The patriotic redesign will also see changes on the label in the form of new copy that is specific to American history, including phrases from the Pledge of Allegiance and lyrics from “America the Beautiful” and “The Star Spangled Banner.” Look for these on shelves starting May 23 through the end of the election in November.
These unique cans were designed in collaboration with Jones Knowles Ritchie New York, as part of Budweiser’s summer-long campaign, “America is in Your Hands,” which is aiming to remind Americans the principals the country was built on. The “America” bottles and cans will make their first television appearance in the 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 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.”
You will start to see more from the “America is in Your Hands” campaign come to fruition through events 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 celebrating Team Budweiser athletes competing to appear in the Rio 2016 Olympic and Paralympic Games. Billboards, murals, digital content, retail activations and additional surprises will be revealed through the summer.
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