Budweiser’s ‘America’ Can: Absurd or Genius

Last week, social media was sent into a tizzy when Anheuser-Busch announced its cans and bottles will read “America” instead of Budweiser for the next six months. Much of the criticism of the America campaign came from people saying Budweiser isn’t very American at all.

Budweiser America can

Last week, social media went into a tizzy when Anheuser-Busch announced its cans and bottles will read “America” instead of Budweiser for the next six months.

Not surprisingly, people weren’t very happy about this change. To start, Anheuser-Busch was bought in 2008 by InBev, a Brazilian company in Belgium. Much of the criticism of the “America” campaign came from people who are saying Budweiser isn’t very American at all.

https://twitter.com/fisch_11/status/730470057621360641

They are (kind of) correct — Anheuser-Busch is now owned by InBev, an overseas company, but still headquartered in St. Louis. However, that hasn’t stopped Budweiser from being one of the top-selling beers in the U.S. — and its sister beer Bud Light is No. 1 by more than $3 billion in sales.

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VinePair ranked the top 20 best-selling beers in the U.S.

Consumers also showed displeasure with the timing of the name change. Many believe this is a cheap ploy by Anheuser-Busch to benefit from the 2016 presidential race. Joseph Anthony, CEO of Hero Group, a full service marketing agency in New York City, says, “There were few aspects of society that had seemed immune from the binary and partisan political climate of 2016. Thanks to Budweiser, we can now cross beer off that increasingly small list.”

Regardless of the backlash, Anheuser-Busch is proving it’s power with this campaign. Here are three reasons “America” is a great marketing move.

1. Gets People Talking

“Social media was flooded by millennials mocking the name-change, but behind every ‘Murica’ joke spouted on Twitter, there is an appreciation and fascination with this decision,” explains Anthony.

It’s hard to keep up with all the “Budweiser” Twitter mentions and tags. Instagram is already stocked full of photos of the “America” cans and bottles. These pictures will undoubtedly be Photoshopped and memes will be made. There will be jokes told on talk shows and written on bar chalkboards.

However, this isn’t a bad thing. It all adds up to content and conversation centered around Budweiser. (Free marketing, anyone?)

Author: Taylor Knight

Taylor Knight is an associate content editor for Target Marketing and Total Retail. She enjoys writing and creating video content to interact with an audience.

4 thoughts on “Budweiser’s ‘America’ Can: Absurd or Genius”

  1. …to make America burp again? I guess we’ll see in six months? The ironic beer of choice for craft beer hipsters is still Pabst Blue Ribbon (or Schlitz, or Narraganset, or National Bohemian,(even Yuengling!), for the simple reason PBR, et al., never stoop to this kind of branding. As for truck drivin’ rednecks, well, America it is. Will each can get a cute orange wig?

  2. yup, truck driving red necks who are over extended on their credit cards and use breath freshener so their wives won’t know they’ve been drinking all day. As for marketing, well if it gets buzz and it’s not extremely negative then it may serve them well. I was never a fan of ‘all press is good press” – I think brand integrity is more important, but I get it. I do have to make one last dig – what says America better than excessive drinking and alcoholism?

  3. Its not the beer not the beer drinkers that need to be admonished and taken to task for this obvious play on the election taglines.

    The name change is insulting to me since its a clear ploy by the Bud owners, not even from this country who “kindly” kept the Bud HQ in America but could pull that plug and the jobs with it easily at any time and probably will to piggyback at least one of the candidates slogans.

    If Bud thinks we are so great then buy back the ownership and make it American. Put your actual cash where you giant market is- Americans and bring home all of the American generated business/profits/jobs back to America.

    If it is Americas largest selling brand then its Americans and American money that delivers the profits not the foreign owners living in and HQ’d in a nation other than the US. BUD, Its time to keep our own population and our own US $ in mind as your major source of income and stay an American company.

    I’d say boycott this obvious transgression and flat out pandering to keep us Americans paying the salaries and profits of an non us company and stop this nonsense.

    Bud America may be HQ’d here but it has its strings pulled by the foreign owners and that’s really appauling to us at home who make the profits fly. Maybe America as the name means thsy recognize that we Americans and our $ are going overseas to the owners so they want to “thank” us as the country of origin? Its surely not a patriotic gesture.

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