Bud Light has been releasing team cans to some success for years, but through our new core re-design and strategy, 2016’s designs reestablished the excitement of limited edition sports cans. Focusing our attention on capturing the hearts and minds of the NFL teams and fans, we kept the iconic nature of the redesign but replaced the heritage equities from the core pack with fan-centric logos. Our aim? To make each fan feel like this was their can.
Creating a harmonious partnership between the NFL and Bud Light was indispensable. We were able to exceed the fan’s expectations from last season – building anticipation and solidifying connections to the brand.
This super fandom was taken to the next level – never has a limited edition garnered so much attention, with football fans everywhere proudly displaying their team cans across their social media platforms like badges of pride. Across the country, team can orders were up 185% YOY.
As the official beer sponsor of the American NFL, Bud Light has always had a place in American football fan’s hearts. This year, we wanted to ignite every football fan’s ultimate fantasy with a campaign for Bud Light that not only enhanced their experience but encouraged their engagement. What could be more exciting than offering Bud Light drinkers the chance to win Super Bowl Tickets for life? Find one of the 37,000 limited edition gold cans planted within the Bud Light multipacks, and get access to a lifetime of the greatest football game on the planet.
The strategy was to keep this experience bold and single-minded. Find the golden ticket and ‘Strike Gold’ – winning season tickets to your chosen team for seven lucky winners, and one finalist winning Super Bowl Tickets for Life.
Taking inspiration from the story of the greatest prize, we used the golden ticket trope from Roald Dahl’s Willy Wonka. Our team reinvented our famous Bud Light can in beautiful gold hues, creating a keepsake pack that the fans cannot get enough of. A special edition pack to be proud of!
Media engagement has been unrivaled, from Fox, CNN and Fortune to local news agencies and social media covering the experience. Fan’s Facebook posts and Instagram stories showed consumers jumping at the chance to be photographed with their beloved winning can.
Beyond this, the opportunity to win the Super Bowl Ticket for Life has become overshadowed by the desire to collect one of the sought after Gold Cans, with cans appearing on Ebay for up to $150, just to have as a memento.
Raising the bar for the 2017 season. The team took the designs to another fan level. Focusing on the team chants for both 12oz cans and this year 16oz aluminiums.
Role: Design Director
Studio: JKR
Designers: Cyrus Blais, Izgi Yapici
Year: 2016-2018