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With the backdrop of the Olympics and a comically botched election, this summer is bound to be what Ricardo Marques, a vice president from Budweiser, calls "maybe the most American summer ever."
So Budweiser is going to potentially ingenious, potentially absurd branding extremes. The company has kept the same can you already know, but when you look closely, you’ll realize that it has swapped out its own name, "Budweiser," for "America." That’s right, Budweiser has renamed its beer America for the summer. "We thought nothing was more iconic than Budweiser and nothing was more iconic than America," says Tosh Hall, creative director at the can’s branding firm JKR.
It's pretty obvious what Budweiser is doing here. Summer is peak beer-selling season—the entire industry sees a double-digit boost. Since 2011, Budweiser has released special summer-edition cans that feature images such as the American flag and the Statue of Liberty, upping the ante on its red-white-and-blue packaging with a full salute to patriotism—as a nod to Memorial Day, July Fourth, and the quiet American dream of drinking a beer in your backyard while charring various processed meats.
But this year, Budweiser is going even further. The summer cans and bottles will run through the November election—which is to say that for seven months, every Budweiser sold in the U.S. will read "America."
Read the news here: http://www.fastcodesign.com/3059681/budweiser-renames-its-beer-america
