Bud Light has announced an exclusive partnership with festival organiser Mad Decent Block Party across the US and Canada, which includes the limited release of Bud Light festival cans.
The brand has developed 31 designs – four Mad Decent custom labels and 27 artist-designed labels – that capture the energy of the summer music scene. The unique 16oz festival cans will be available exclusively in the markets of the 2015 Mad Decent Block Party summer event series, which runs until 26 September.
The packaging approach used to create the Bud Light cans is so advanced, the brewer said, that the 31 designs were transformed into more than 31 million possible graphics – so no two cans are exactly alike. It is the first brand to use this innovative packaging technology in the US.
Bud Light will also offer consumers the chance to win experiences as part of its Summer Bucket List campaign by posting photos to Instagram or Twitter using the hashtag #UpForWhatever. Prizes include all-inclusive trips to Las Vegas, music festival Lollapalooza and Mad Decent Block Party’s event in San Diego.
Bud Light vice president Alexander Lambrecht said: “The exclusive Bud Light can designs were inspired by the spontaneous and unexpected experiences that music lovers have enjoyed at Mad Decent Block Parties for the past seven years. As an LA-based record label, Mad Decent thrives on creativity and we’re thrilled we could implement our packaging innovations to support the release of the festival cans this summer.”
© FoodBev Media Ltd 2020
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