Typography is arguably the most critical design element on the Budweiser label, and one that our team is the most proud. There are 7 bespoke typefaces, that all come together to tell the brand’s story of heritage and uncompromising craft. Budweiser’s States packaging upholds the commitment to typographic craft, replacing our iconic Budweiser script with the name of each state in which there is a brewery, along with a few other updates including state initials and state motto. With such attention-to-detail, it’s no wonder that consumer proudly represented their states bottles and cans throughout Summer 2017.

In Summer 2016, in the midst of heated Presidential debates, Copa America, and the Rio Olympics, Budweiser’s America can stole the conversation. For Summer 2017, we wanted to continue telling Budweiser’s story. We kicked off summer by bringing back our bold America can design, but that wasn’t enough. We wanted to remind Americans that the Bud they hold in their hands was brewed right here in the States.

There are 12 Budweiser breweries across the country, proudly brewing Bud’s distinct golden suds. Californians drink Budweiser brewed in California etc. To celebrate Budweiser’s home-grown pride, Bud replaced the name of their beer with the 11 states that brew Bud. We brought to life each state’s individuality.

Budweiser opened all 12 of their breweries for the first time. This resulted in 30,000 new samplers; +.07% lift in brand consideration; 665MM PR impressions and the largest brand health lift in 20 years.