February 2024 Packaging Blog

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February 19, 2024
Bud Light and Budweiser ditch beer cans in latest super bowl ad campaigns

Anheuser-Busch InBev ran ads for Bud Light and Budweiser during the Super Bowl this month and surprisingly (or not) there were hardly any beer cans in sight. In the past Bud Light had advertised its beer cans extensively, in fact it's hard to remember any of its advertisements that didn't feature its popular dark blue beer cans. The brand had even introduced aluminum bottles that resembled its popular beer can design. It seemed that Bud Light was trying to popularize its metallic cans in place of glass bottle designs that are common among other brands. Yet, when the year’s most popular televised event rolled in, and the brand had a prime advertising slot, it chose to make glass bottles the main focus. Maybe the brand believed that their beer cans would bring back negative memories from last year's incident, which cost them billions in lost sales. If that is the case, then this may point to a strategic switch from cans to bottles for the brand. Similarly, Budweiser, another Anheuser-Busch InBev brand also decided to exclude beer cans for their Super Bowl LVII advertisement. Instead, Budweiser opted for a more classic feel and featured beer kegs in their commercial. The advertisements were voted the top two best Super Bowl LVII beer advertising campaigns. Learn more about this topic here.

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