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Bud Light sends a message on its bottle

Hitting store shelves today, December 15, the initial run of bottles will feature more than 47 different messages, with many more to come. Each bottle features a ‘Up For Whatever’ message on its label that is intended to “inspire spontaneous fun”, according to Alex Lambrecht, vice president of Bud Light. “Some bottles, for example, will be labelled as ‘The perfect beer for leaving your comfort zone in another time zone’. Others will describe themselves as ‘The perfect beer for taking off the blindfold and showing that piñata who’s boss’. Others will note that Bud Light is ‘The perfect beer for tuning up the old air guitar’.

“These new bottles are the epitome of our ‘Up for Whatever’ mindset,” he says. “They’re designed to inspire people to have fun and try doing something that might be a little outside their comfort zone . . . or a lot outside their comfort zone. Bud Light fans who say they’re ‘Up for Whatever’ and back it up with their actions are going to have a lot of fun with us.”

The labels will even be used as invitations to exclusive experiences. “Our goal is to not just have ‘Up for Whatever’ messages on our bottles, but to also create versions that are specific to individual events,” Lambrecht adds.  “For example, if you’re at a music festival and you order a Bud Light, you might notice that the cup or bottle you receive has a message on it with very specific suggestions that were clearly written just for that event. You have to decide if you’re ‘Up for Whatever’ enough to do what the message says. If you are, you might find yourself enjoying a truly unique VIP experience. The possibilities for what we can do are endless, and we’re really looking forward to exploring that space and pushing some boundaries around what people expect from Bud Light.”

The new packaging builds on the momentum established by Bud Light’s ‘Epic Night’ Super Bowl ad starring Arnold Schwarzenegger and Don Cheadle, and continued during the brand’s ‘Whatever, USA’ event during the summer and via its NFL ads in the fall. The brand has also delivered spontaneous ‘Up for Whatever’ experiences throughout the year to Bud Light drinkers and plans to bring the Bud Light House of Whatever to Arizona this January for Super Bowl XLIX.


15 December 2014 - Felicity Murray The Drinks Report, editor