If Chicago's on Your Mind, Check Out This Windy City Bud Light Packaging
Budweiser and Bud Light tend to go all in on their packaging during the summertime, incorporating patriotic imagery surrounding Memorial Day and Independence Day, or finding ways to develop creative packaging to appeal to summer-music festival goers.
According to a press release, this year, Bud Light is combining the concepts of local pride and festival fun by launching Chicago-themed packaging in the run-up to Lollapalooza, one of the cornerstones of the summer festival lineup.
The press release states the brand has tapped Chicago-based artist Brandon Breaux, who is no stranger to the city’s music scene, having worked on the album artwork for Windy City hip-hop icon and Lollapalooza headliner Chance the Rapper.
Judging from images released by Bud Light, it appears the packaging will feature images of the Chicago skyline, a take on Wrigley Field’s iconic welcome sign and the Chicago Blackhawks’ logo. The release states the Chicago-themed aluminum bottles were available through the festival’s conclusion on Aug. 6.
pP Quick Take: It’s no secret that Anheuser-Busch has immense resources at its disposal. Because that brand continually experiments with its packaging — taking risks and finding new ways to connect with consumers — it stands out in the highly competitive domestic beer market.
With its “America” packaging, Budweiser has already capitalized on its target market’s national pride, so why not also play to its consumer base’s civic pride? Though the press release states that the Chicago-themed packaging is centered around Lollapalooza, it is being released several weeks before the actual event, giving Chicago natives the opportunity to show their love for the Windy City all summer.
If this initiative proves to be successful, it will be interesting to see if Bud Light attempts similar packaging approaches surrounding other summer music festivals that have become synonymous with their host cities. With similar iconic landmarks and a passion for sports, it seems logical that Bud can replicate this packaging for Boston Calling or Philadelphia’s Made in America festival (which Budweiser is a primary sponsor of).
Plus, with the avalanche of Tweets, Snaps and Instagram photos that are sure to be taken during the festival, this is a prime opportunity for Bud Light to spread its brand organically, giving its consumers some cool artwork to share with their friends.