Budweiser has partnered with Major League Baseball (MLB) for a personalisation marketing stunt which sees local artists create designs inspired by their city to feature on the brand’s beer cans.
The beer brand selected local artists across several cities with MLB teams to create the designs for their hometown. Each design is unique and features ocal landmarks such as the Gateway Arch for the St. Louis Cardinals.
Baseball and the culture it created is a true celebration of the American spirit,” said Ricardo Marques, vice president of marketing at Budweiser. “This year, we wanted to leverage our long-standing partnership with MLB to raise a toast to the fans by giving them a piece of their hometown to enjoy right in the palm of their hand.”
It follows on from a similar approach used in the brand’s partnership with the NFL which for the past few years has resulted in Bud Light cans for each team in the league. The stunt proved to be popular in local markets and now the AB InBev-owned brand is hoping to replicate the success with the MLB cans.
MLB’s executive vice president of business, commented: “Budweiser has been a great MLB partner for a long time and continually evolves its marketing connected to our sport.
“These custom-designed cans are another terrific example of Bud’s support and their ability to connect with our fans.”
The cans will go on sale on 27 March ahead of the opening day of the new season and will incorporate Baltimore, Boston, Chicago, Cincinnati, Dallas, Houston, Los Angeles, Minneapolis, New York, Oakland, San Diego, St. Louis, Tampa Bay and Washington, D.C.