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Budweiser

Bud Light designs 200,000 individualised cans for festival goers

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By Tony Connelly, Sports Marketing Reporter

August 2, 2015 | 2 min read

The designs were created by Vice and L.A.-based record label Mad Decent

Budweiser has joined the trend of individualised packaging adopted by Diet Coke and Absolut with a face lift of its cans designed to increase popularity among millennials.

The beer company has created 200,000 different cans featuring variations on 31 designs for its Bud Light range and will begin selling them at the Mad Decent Block Party music festival which will hit cities throughout the US and Canada in the coming weeks.

The move follows on from news that sales of its two top beers have continued to fall in the US in the second quarter as it battles against the craft beer trend which is increasingly dominating the market.

Vice president of Bud Light, Alex Lambrecht, told Ad Week that the individualised cans were “in line with what Bud Light wants to do for millennials” who he believed would be “surprised and inspired” when they saw the cans.

The company’s internal creative team partnered with Vice and Diplo's L.A.-based record label Mad Decent to create the unique designs. Mad Decent's team created four custom cans with 27 other designs drawn up by various artists.

Technology from HP helped create the designs and ensured that no two were the same. HP’s Indigo digital-press technology used a SmartStream Mosaic algorithm when printing which tweaks each label allowing for 31 million possible label outputs from the 31 designs

Lambrecht said that it was the first time the printing technology had been used in the US market and promised similar initiatives in the future.

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