Last updated on May 13th, 2016 at 12:13 pm
The word “Budweiser” will be replaced with “America” on the front of the Anheuser-Busch brand’s 12-oz. cans and bottles. Budweiser’s label also is being modified to add copy central to American history, including phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.”
The revamped cans will be on shelves nationwide from May 23 through the election in November.
Designed in partnership with Jones Knowles Ritchie New York, Budweiser’s new look serves as the focal point for its summer-long campaign, “America is in Your Hands.” The “America” cans and bottles will star in the brand’s new national TV spot, premiering June 1.
“We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time and Team USA competing at the Rio 2016 Olympic and Paralympic Games,” said Ricardo Marques, VP, Budweiser. “Budweiser has always strived to embody America in a bottle, and we’re honored to salute this great nation where our beer has been passionately brewed for the past 140 years.”
The “America is in Your Hands” campaign will come to life this summer at Fourth of July celebrations, the Copa America Centenario soccer tournament, the 100th anniversary of the U.S. National Park Service and events to celebrate the brand’s six Team Budweiser athletes competing to appear in the Rio 2016 Olympic and Paralympic Games. The campaign will include billboards, murals, digital content and retail activations, along with other surprises to be revealed throughout the summer.
Budweiser also is unveiling new cans and bottles featuring a magnified view of the Statue of Liberty’s torch, inspired by Team Budweiser, the brand’s six Olympic and Paralympic hopefuls. On shelves from May 23 through mid-September, the “Torch” packaging will be available in 16-oz. and 25-oz. cans, along with 16-oz. aluminum bottles.
Anheuser-Busch’s U.S. headquarters are in St. Louis.