We undergo a heavy phase of category and strategic research at the start of any project. For Patron this involved an immersion into the Budweiser brand, a market immersion and consumer-facing store visits in major territories. We also conducted category research including competitor brand positioning and brand/visual equity analysis.

Drawing on Bud Light’s “Up for Whatever” campaign and a football coach’s game plan, the final design uses a bold brand voice and graphics to create Bud Light’s version of a “playbook”. Copy on pack includes lines such as, “Catch the cameraman off guard”, “Run a different route” and “Wow the crowd”, encouraging consumers not only to enjoy the game, but also to harness the energy and excitement of the Bud Light brand. We discovered that Bud Light fans love the brand’s spontaneity and spirit in a way that is very similar to a sports fan’s passion for their team. We combined these two passions into one graphic language, creating a “Game Plan for Whatever” that can resonate with both audiences. The resulting bottle is rooted simultaneously in spontaneity and the spirit of football, connecting Super Bowl fans and Bud Light fans in a new way.