From the Wall Street Journal comes news that there are now Bud Light cans in your favorite team’s colors. Kick. Ass.
“Show your true colors with Bud Light,” the company says, according to copies of internal marketing materials obtained by colleges. “This year, only Bud Light is delivering superior drinkability in 12-ounce cans that were made for gameday.”
The Fan Cans campaign comes amid efforts by Anheuser-Busch, a unit of Anheuser-Busch InBev NV of Leuven, Belgium, to revive the sales of Bud Light, the top-selling beer in the U.S. The brand’s U.S. volume sales are on track to register the first annual decline in its 27-year history.
As part of a broader marketing effort, the Bud Light school-colors campaign, also called “Team Pride” in the marketing materials, aims to use “color schemes to connect with fans of legal drinking age in fun ways in select markets across a variety of sports,” says Carol Clark, Anheuser-Busch’s vice president of corporate social responsibility. She also says that the program is voluntary and that roughly half the brand’s wholesalers have chosen to participate.
