Bud Light (a brand of Anheuser-Busch Inbev SA) is launching a brand new campaign surrounding the 2015 National Football League’s regular season, and it is all about localization. By the end of August, brand new NFL team-specific cans will hit retailers across the United States bearing scroll messages that are supposed to resonate with fans. Miami Dolphins fans will discover cans that read, “The perfect beer for making tonight like the ’72 season — perfect.” Fans of the Seattle Seahawks will sip from cans that state, “The perfect beer for cheering so loudly it registers on the Richter scale.”
In all, Bud Light will deliver twenty-eight NFL team-related cans corresponding to its twenty-eight team partnerships . Those markets left without an NFL-team specific can will find a more general NFL themes can at grocery stores.
Bud Light has released team cans in previous years, but the individual team messages on each of twenty-eight NFL teams are a new feature this year. All of the can imagery has been redesigned and upgraded, and they are an example of a team-focused, hyper-localized approach Bud Light is employing for this NFL season.
“We are evolving. It used to be a very national driven program,” said Lambrecht. ”This year we want to make sure we become as locally relevant as we possibly can. Unlike other years, we went a little bit more local with the design. Every piece of creative will be geared toward a specific region and demographic group — for instance the Hispanic Raiders community.”