Bud Light continues the drink’s industry’s ongoing trend for individually designed cans with its #MyTeamCan campaign launch to leverage its NFL rights and leverage excitement around the upcoming season.
The objective continues the tactics of leverage passion-point properties by creating more personalised packaging to generate individual consumer connections.
The AB-InBev owned US-based beer giant, the official beer of the NFL, is introducing 28 new team-specific cans in the lead-up to the new season kick-off on 11 September.
To introduce the cans, the brewer has created promotional videos for each team – with creative focusing on each side’s unique, fan-centric scroll message – all posted on the Bud Light YouTube Channel.
‘The introduction of these all new Bud Light NFL team cans is a prime example of our brand’s new approach to how we work with our team partners across the league to better engage with fans via localized content and experiences. Ultimately, fans love football and the NFL, but what they really invest in emotionally each week is their individual team,” said Bud Light VP Alexander Lambrecht.
‘Each of these 28 cans features a customized message that speaks directly to each team’s passionate fan base, and throughout the 2015-16 season Bud Light and its team partners will be unrelenting in delivering incredible, one-of-a-kind experiences to fans in their local team stadiums and markets.’
The brewer and its packaging team worked with its 28 NFL team partners to create the new team can designs and each limited edition 12oz can also carries a team-specific scroll message to speak to each team’s passionate fan base.
All the slogans start with ‘The Perfect Beer For…’ and the full list of team-specific scrolls:
Arizona Cardinals: The perfect beer for protecting the nest.
Atlanta Falcons: The perfect beer for celebrating 50 years in flight.
Baltimore Ravens: The perfect beer for entering every door like it’s a stadium
tunnel.
Buffalo Bills: The perfect beer for shoveling your way to the stadium at least once a year.
Carolina Panthers: The perfect beer for growling so loud it shakes both states.
Cincinnati Bengals: The perfect beer for belting one question, and one question only – Who Dey?
Cleveland Browns: The perfect beer for being Dawg Pound proud.
Denver Broncos: The perfect beer for greeting strangers with the Mile High Salute.
Detroit Lions: The perfect beer for being the motor behind the Motor City.
Houston Texans: The perfect beer for becoming an honorary member of the Bull Pen.
Indianapolis Colts: The perfect beer for horsing around with the boys in blue.
Jacksonville Jaguars: The perfect beer for earning your spots.
Kansas City Chiefs: The perfect beer for cheering at 142.2dB with 76,415 of your closest friends.
Miami Dolphins: The perfect beer for making tonight like the ’72 season – perfect.
New England Patriots: The perfect beer for dropping R’s but never passes.
New Orleans Saints: The perfect beer for believing “black and gold” every day makes perfect sense.
New York Giants: The perfect beer for shouting “Go Big Blue!” until your face turns red.
New York Jets: The perfect beer for chanting J-E-T-S, JETS, JETS, JETS.
Oakland Raiders: The perfect beer for uniting a nation. Raider Nation.
Philadelphia Eagles: The perfect beer for proving VICTORY is spelled E-A-G-L-E-S.
Pittsburgh Steelers: The perfect beer for making tonight ‘immaculate.’
San Diego Chargers: The perfect beer for striking like lightning, then cheering like thunder.
San Francisco 49ers: The perfect beer for using this can to recreate The Catch.
Seattle Seahawks: The perfect beer for cheering so loudly it registers on the Richter scale.
St. Louis Rams: The perfect beer for toasting the defense, and the ravioli.
Tampa Bay Buccaneers: The perfect beer for channeling your inner Captain Fear.
Tennessee Titans: The perfect beer for making miracles happen in music city.
Washington Redskins: The perfect beer for fighting on ‘til you have won.
Comment
The NFL’s official beer is adopting a fresh strategic approach to its 2015/16 American Football sponsorship which kicked off when the brand recently hosted all 28 NFL team partners at the first-ever Bud Light NFL Partners Summit at MetLife Stadium in New Jersey.
This event focused on best practices in order to try and help each franchise develop its own unique experiences and content for the upcoming season.
Another key element of its early season activation sees all 28 Bud Light-sponsored NFL teams give fans a chance to take part in what Bud describes as ‘epic surprise fan experiences’ during the season.
The approach follows-on from its last NFL ‘Pacman’ campaign at the Super Bowl (see case study).
This particular packaging initiative follows on from Bud Light’s creation of no less than 200,000 different cans to activate its summer music festival partnership with Mad Decent Block Party (see case study).
Indeed, individualised packaging seems to be the latest trend for beverage giants – as technology enables tactics to evolve from ‘feeling personal’ to actually ‘being individual’.
Before Bud Light’s music festival initiative this summer, previous campaigns taking a similar tack include Diet Coke and Absolut.
While Coca-Cola’s Share A Coke’ campaign has seen the brand rolling out 250 bottles with various people’s first names on for a while now, in late 2014 a Diet Coke initiative in Israel went one better (well, 1,999,750 better) when it individualised 2 million bottle designs.
Working with Gefen Team, Q Digital and HP Indigo, the programme auto generated all the bottle designs through an algorithm and it extended an existing campaign based on hundreds of uniquely designed outdoor billboards and point-of-sale stunts selling matching T-Shirt designs.
Absolute were the first alcohol brand to employ such tactics on a mass scale when it’s ‘Unique’ campaign created four million one-of-a-kind art bottles in a collaboration (with artists such as Keith Haring) that combined 38 colours and 51 abstract patterns.
Links
Bud Light Website:
http://www.budlight.com/
Bud Light Twitter:
https://twitter.com/budlight
@budlight
Bud Light YouTube:
https://www.youtube.com/user/officialbudlight
NFL Website:
http://www.nfl.com/
