This America’s for you
As summer approaches, Belgian-owned Budweiser announces a new patriotic label: “America.” The theme is intended to attract customers while sharing patriotic sayings, lyrics, and the like.
From the Anheuser-Busch Budweiser press release entitled “Budweiser emblazons America on cans and bottles to kick off its most patriotic summer ever”:
America’s No. 1 full-flavored lager is taking its longstanding tradition of patriotic packaging even further this summer by replacing “Budweiser” with “America” on the front of its 12-oz. cans and bottles.
The brand is also modifying Budweiser’s iconic label to add copy that is central to American history, including phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.” On shelves nationwide from May 23 through the election in November, these 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.
— Budweiser (@budweiserusa) May 10, 2016
Budweiser focuses its “America” campaign on “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.”
Presumptive GOP presidential nominee Donald Trump believes that his campaign has inspired the change.
“Mr. Trump, do you think you had something to do with Budweiser changing the name of their beer over the summer?” co-host Steve Doocy asked on “Fox and Friends,” mentioning Trump’s “Make America Great Again” slogan.“I think so. They’re so impressed with what our country will become that they decided to do this before the fact,” Trump responded during the phone interview.
Meanwhile, heads are exploding on the progressive left as they consider the new patriotic campaign . . . and predictably call for boycotts.
The website Fusion.net, for one, views the whole effort rather cynically. It called for a Bud boycott.
“Do not let the Marketing Guys win,” Fusion wrote. “If you really want a beer that encapsulates this country in 2016, might I suggest a Bitter American?”
Reactions on Twitter are mixed.
From the negative:
— Christian Christensen (@ChrChristensen) May 11, 2016
— Jimmy Failla (@jimmyfailla) May 10, 2016
To the positive:
@Budweiser You guys are becoming the Tea Party of beers.
— Jeff Nelson (@JeffreyPNelson) May 11, 2016
(See what I did there?)
— Redneck Nation® (@rednecknation) May 11, 2016
Is Budweiser to become "America" throughout the world or just the US? Either way its now really made me want a #Budweiser
— Man Living Alone (@ManLivingAlone) May 11, 2016
[Featured image via Budweiser]DONATE
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