Budweiser. True. American. Branding.
July in America is set to be the most patriotic ever. Starting May 23rd, amidst “peak beer season,” cans and bottles from the King of Beers will be dubbed “America” until the conclusion of the presidential election in November.
What makes this brilliant? The U.S. is quickly approaching the best-selling season for beer. According to the Wall Street Journal, about one-third of all national sales take place between Memorial Day and Labor Day.
The “King of Beers” is incorporating the Pledge of Allegiance, “The Star Spangled Banner”, and “America the Beautiful” lyrics along their refreshing red-white-and-blue beverages. What else would you want to reach for during the 2016 Olympics?
Budweiser Vice President Ricardo Marques explained, “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.”
The King of Beers’ “America is in Your Hands” campaign smartly coincides with culturally relevant moments, like Fourth of July and the centennial anniversary of the National Park Service.
The brand’s six Team Budweiser athletes competing to appear in the Olympic Games will also help to kick off the campaign. Even the Statue of Liberty’s torch is superimposed on the new beer cans and bottles in their honor.
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— Budweiser (@Budweiser) May 10, 2016