For a limited time, Budweiser is replacing the signature “Budweiser” label on its packaging with “America,” in the name of beautiful branded patriotism.
Budweiser, owned by the Belgium-based brewing company Anheuser-Busch InBev, believes passionately in commodifying national pride for election season. Their cans will boast other “American-born” terms as well, like “e pluribus unum” (in place of “King of Beers”) and “indivisible since 1776.”
This is a regular ploy for the makers of Budweiser, which in past campaigns has placed stars-and-stripes and the Statue of Liberty o’er its cans.
Ad Age reports:
The packaging will run from May 23 through election season in November, the brewer stated. The agency that handled the design change is Jones Knowles Ritchie, New York. The packaging will be accompanied by a summer-long campaign called “America is in Your Hands.” A national TV spot featuring the cans and bottles will premiere on June 1.
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U.S. marketing VP for Anheuser-Busch InBev, Jorn Socquet, told Ad Age, “You have this wave of patriotism that is going to go up and down throughout the summertime. And we found with Budweiser such a beautiful angle to play on that sentiment.”
FastCo Design notes how complicated the labeling process is:
Changing the title wasn’t as simple as typing out a new label. Budweiser is a hand-drawn script that had to be recreated to spell our country’s name. The “A” in America was particularly challenging, because as the focal point of the word, it had to channel the same distinctive, swirly aesthetic of the Budweiser “B.”
Worth it. Every time we crack open a Brazilian-Belgian owned Bud for the next few months, we can all celebrate how good America’s butt tastes.
Image via Getty