{"id":2436,"date":"2016-05-31T18:01:27","date_gmt":"2016-05-31T18:01:27","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2436"},"modified":"2016-05-31T18:01:27","modified_gmt":"2016-05-31T18:01:27","slug":"budweiser-to-be-renamed-as-america-for-summer-campaign","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/05\/budweiser-to-be-renamed-as-america-for-summer-campaign\/","title":{"rendered":"Budweiser to be renamed as \u201cAmerica\u201d for summer campaign"},"content":{"rendered":"

With the upcoming Centennial Copa America, the summer Olympics and of course, the Presidential campaign, Budweiser are zoning in and using their brand to make a statement.\u00a0 Budweiser\u2019s 12-oz cans will now all be re-named and re-labelled to \u201cAmerica\u201d, with patriotic straplines running underneath.\u00a0 <\/strong><\/em><\/p>\n

Very stylish, very different, very clever.\u00a0 A great marketing strategy to make them stand out, show their support (cleverly in a non-bias way) and show that the brand is strong enough to stand a name change for the summer period.<\/p>\n

1) Innovative name change?<\/h1>\n

To some yes for others it does cause some controversy.<\/p>\n

The design sleek in its appeal and silver in its appearance.\u00a0 The words America will be prominently displayed in the middle, with the words US and United States of America above.<\/p>\n

Strap lines have also been approved and added to the cans, such as \u201cland of the free\u201d and \u201chome of the brave\u201d.<\/p>\n

Everything that Budweiser are doing, they\u2019re doing in a timely manner.\u00a0 Displaying of course their support for America but also providing the reason to have a connection with Americans \u2013 it\u2019s as if they\u2019re all on the same page, so brand loyalty is immediately built.<\/p>\n

Budweiser\u2019s simple design also shows the power of packaging.\u00a0 Not all visual elements have had to change, so it is still recognisable it just reads slightly differently.\u00a0 From a branding perspective it works to the same succession as Pepsi and Coke when they introduced personalised names on their bottles.<\/p>\n

\"budweiser_america_campaign_the_branding_journal_2\"<\/a><\/p>\n

2) The power of visual identity<\/h1>\n

What Budweiser invoke by changing the name of their beer to America is one that we see in advertisements, it might not be reality but it\u2019s one we all like, appreciate and want.\u00a0 The summers outside with friends and family, BBQs, pick-up trucks, fires, camping, getting away etc \u2013 all with of course a bottle of cold beer by your side \u2013 bring in America\u2026<\/p>\n

What Budweiser have done with their brand is conjure up these images and instances where their brand appears.\u00a0 Taking this one step further they\u2019re now associating themselves with everything America has going on this summer, and not just small things either!<\/p>\n

They are relating to their audience \u2013 they have sold America to their American audience.\u00a0 Reinforced with the letters \u201cliberty and Justice for All\u201d, \u201cIndivisible Since 1776\u201d and \u201cthis land was made for you\u201d.<\/p>\n

\"budweiser_america_campaign_the_branding_journal_4\"<\/a><\/p>\n

3) The big stage<\/h1>\n

Budweiser have taken their brand and shown how they want global dominance.\u00a0 They are reaching out and using the slogans as campaign messages.\u00a0 To show their support, Budweiser is America (and not just in name).<\/p>\n

Of course the new labelling will be couple by a full ad campaign entitles \u201cAmerica is in your hands\u201d.<\/p>\n

Reported in The Daily Mail, Anheuser-Busch InBev U.S. marketing VP Jorn Socquet said: ‘You have this wave of patriotism that is going to go up and down throughout the summertime.<\/p>\n

‘And we found with Budweiser such a beautiful angle to play on that sentiment.<\/p>\n

\"budweiser_america_campaign_the_branding_journal_3\"<\/a>4) A summer for success<\/h1>\n

Well that we\u2019re unsure of just yet but from a branding perspective they\u2019re certainly ticking all of the right boxes.<\/p>\n

By elevating the word \u201cAmerica\u201d they are making a bold statement and association \u2013 according to The Drum, for a brand to be able to do this temporarily it gives them freedom to solidify what it means to consumers quickly as well as show the spirit of the brand.<\/p>\n

It\u2019s also a way for the brand to stand out against the \u201cnoise\u201d.\u00a0 Its communications, marketing and PR all of a sudden pick up the pace and consumers follow this and start to become aware \u2013 of course just the novelty of it too can help to increase sales!<\/p>\n

For Bud, they\u2019ve done everything right by keeping other branding elements the same, it\u2019s still recognisable, but they\u2019ve now linked themselves to America and this can be a hard association to drop (not that they\u2019d want to).\u00a0 All in all this could be an extremely successful branding campaign for them and until November when the campaign ends, it will be interesting to see media reports and sales reports throughout.<\/p>\n

References:\u00a0<\/strong>The Drum<\/a>,<\/em>The New Yorker<\/a>\u00a0<\/em>The Daily Mail<\/a><\/em><\/p>\n

Pictures from: <\/strong>The Drum<\/a>\u00a0<\/em>News Talk Florida<\/a>\u00a0<\/em>Daily Mail<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"With the upcoming Centennial Copa America, the summer Olympics and of course, the Presidential campaign, Budweiser are zoning…\n","protected":false},"author":15,"featured_media":2439,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"With the upcoming Centennial Copa America, the summer Olympics and of course, the Presidential campaign, Budweiser are zoning in and using their brand to make a statement. 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