Budweiser Packaging Honors Impact of Jackie Robinson

By Cory Francer

There’s only one uniform number displayed in every Major League baseball stadium, never to be worn again, retired universally from the game as a tribute to the man who broke the sport’s color barrier. Jackie Robinson’s No. 42 in Dodger Blue has become a lasting symbol of the morals, ideals and bravery of the hall of famer, and has become a symbol of Robinson’s essential role in desegregating America’s pastime.

When the Major League Baseball season opened last week, Budweiser unveiled a campaign to honor Robinson and the 100th anniversary of his birth this year. According to the announcement from Budweiser, the campaign includes a three-minute film about Robinson, titled "Impact," which was directed by Spike Lee and is narrated by Jackie Robinson’s daughter Sharon Robinson. To further elaborate on the imprint Jackie Robinson has made on American society, the film covers themes of overall societal inclusion, and includes scenes of a culturally diverse group of people reciting the Naturalization Oath of Allegiance to the United States of America.

The press release says the film was shown as a television commercial and in Major League stadiums on Thursday, March 28, which was opening day in several parks across the country. No stranger to creative packaging designs, Budweiser extended the campaign into a limited release of aluminum bottles, complete with baseball imagery and of course, Robinson’s symbolic No. 42.

Aligning a major brand to any type of societal commentary can be challenging, but Budweiser’s packaging and the short film come across as highly respectful of Robinson’s legacy. The packaging, in addition to being eye-catching to any baseball fan, does not overpower the aspects related to Robinson with Budweiser branding. The 42 and image of Robinson’s signature stand out just as much as the Budweiser logo, and are in no way minimized on the bottle.

Coinciding with the start of baseball season, Budweiser has launched bottles featuring Jackie Robinson's iconic jersey number. Sales of the No. 42 bottle will benefit the Jackie Robinson Foundation. | Credit: Budweiser

Additionally, Budweiser announced that the launch of the new bottles will kick-start a fundraiser in support of the Jackie Robinson Foundation, which is scheduled to open a Jackie Robinson Museum in New York City this year. For each of the bottles sold, the company has said 42 cents will be donated to the foundation.

“Jackie Robinson was a true American hero who displayed incredible courage and resilience in the name of equality and unity,” Ricardo Marques, VP of marketing core and value brands at Anheuser-Busch, said in the press release. “His boundary-breaking achievements extend well beyond baseball through his work as a civil rights activist; undeniably Jackie Robinson continues to serve as an inspiration today for anyone out there looking to live with impact.”

While brands have had missteps in the past when aligning a campaign with a social cause, Budweiser's efforts here feel genuine. Giving creative license to Spike Lee and Sharon Robinson ensured the film’s message focused on the importance Jackie Robinson's baseball career had in the 1940s and how his heroics remain relevant today. And while it does feature Budweiser imagery, the film does not come off as too commercial. Additionally, the financial support of a museum that will serve to preserve Robinson’s legacy for generations to come provides additional evidence of authenticity. The tasteful packaging design meanwhile, doesn't cheapen Robinson's legacy in any way.

Budweiser is known as a brand that is willing to take its packaging in creative directions, whether it's to promote a music festival, celebrate its American roots or target regional audiences. But by beginning the baseball season with bottles that celebrate such an important cultural figure, this is some of Budweiser’s most engaging work yet.