Today in wildly excessive patriotism, we go to Budweiser headquarters, where the beer empire has a new marketing plan. They want to call themselves “America” for the summer.
The promotional gimmick was first reported by Ad Age, which noticed Budweiser parent company Anheuser-Busch InBev’s filing with the Alcohol and Tobacco Tax and Trade Bureau. Via Ad Age:
A-B InBev on Tuesday, May 10, confirmed the limited-edition label change, saying “America” would replace “Budweiser” on the front of 12-oz. cans and bottles. The packaging will run from May 23 through election season in November, the brewer stated. The agency that handled the design change is Jones Knowles Ritchie, New York. The packaging will be accompanied by a summer-long campaign called “America is in Your Hands.” A national TV spot featuring the cans and bottles will premiere on June 1.
Budweiser has always used patriotism to sell beer, from its previous stars-and-stripes campaigns to its TV commercials featuring returning soldiers, but this announcement goes a step further. They’re re-naming their whole product after the country.
Check out this label:
— Darren Rovell (@darrenrovell) May 10, 2016
Budweiser is an official sponsor of the 2016 U.S. Olympic team, so this unprecedented leap in America-loving makes sense from that perspective. It does, however, seem odd that, according to Ad Age, Budweiser is linking its marketing campaign with election season, because this election hardly seems something to be particularly patriotic about.
The big lingering question is, are we supposed to refer to Budweiser as America, as in, “Fine, I guess I’ll take an America if that’s what you’ve got,” or is that confusing? Should we just drink Miller instead to avoid the whole dilemma?