Bud Light beer bottles get custom messages

Businesses don’t have to use color label printers solely for the main brand logo and image: they can also create specialized supplements to go on containers and help create a new kind of brand identity. According to AdAge, that’s exactly what’s happening to the popular Bud Light beer brand in the months leading up to the Super Bowl, a vastly important season for advertisers.

Under the “Up for Whatever” campaign, Bud Light bottles will feature special messages on the front, under the traditional product label, that all play into the theme of being open and free to handle any event. Some of them reference particular actions and ideas, while others are more general. Interestingly, some of the messages are meant to tie into specific arenas where the beers might be sold, like concerts or sporting events.

The vice president of the brand, Alex Lambrecht, was quoted in a Packaging Digest piece describing the ways this brand initiative could connect with customers and help them feel special.

“Our fans will truly need to be ‘Up for Whatever’ when they’re enjoying a Bud Light out on the town,” Lambrecht said. “We think they’ll have fun doing the ideas printed on our bottles. And people who prove themselves to be ‘Up for Whatever’ may just end up in a Bud Light ad somewhere, or enjoying a completely unexpected, unforgettable experience.”

Companies that maintain a color label printing system should think about the extra pieces they can add to their items to keep a continuous pattern of engagement going. No matter what the actual label says, the images and text should be tailored to fit their surroundings, legible and inviting, so the customer isn’t put off by a new addition.