Budweiser Renames Its Beer ‘America’

Mark Wilson, writing for Fast Company:

With the backdrop of the Olympics and a comically botched election, this summer is bound to be what Ricardo Marques, a vice president from Budweiser, calls “maybe the most American summer ever.”

So Budweiser is going to potentially ingenious, potentially absurd branding extremes. The company has kept the same can you already know, but when you look closely, you’ll realize that it has swapped out its own name, “Budweiser,” for “America.” That’s right, Budweiser has renamed its beer America for the summer. “We thought nothing was more iconic than Budweiser and nothing was more iconic than America,” says Tosh Hall, creative director at the can’s branding firm JKR.

I rolled my eyes when I first saw this story, but the more I think about it, the more genius I think it is. It’s the perfect publicity stunt for Budweiser.

★ Wednesday, 11 May 2016