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Bud Light (a brand of Anheuser-Busch Inbev SA) is launching a brand new campaign surrounding the 2015 National Football League's regular season, and it is all about localization. By the end of August, brand new NFL
Miami Dolphins fans will discover cans that read, "The perfect beer for making tonight like the '72 season -- perfect." Fans of the Seattle Seahawks will sip from cans that state, "The perfect beer for cheering so loudly it registers on the Richter scale."In all, Bud Light will deliver twenty-eight NFL team-related cans corresponding to its twenty-eight team partnerships . Those markets left without an NFL-team specific can will find a more general NFL-themed can at grocery stores.
Miami Dolphins fans will be holding this team-specific Bud Light can during the 2015 NFL season.
"We know that the association of the NFL and teams is having a positive impact on Bud Light. We want to make sure that in the way we design the campaign, we can become much more locally relevant," explained Bud Light Vice President Alexander Lambrecht. "This is an important opportunity for a brand like Bud Light. We know it's what consumers want from consumer research."
Bud Light has released team cans in previous years, but the individual team messages on each of twenty-eight NFL teams are a new feature this year. All of the can imagery has been redesigned and upgraded, and they are an example of a team-focused, hyper-localized approach Bud Light is employing for this NFL season.
"We are evolving. It used to be a very national driven program," said Lambrecht. "This year we want to make sure we become as locally relevant as we possibly can. Unlike other years, we went a little bit more local with the design. Every piece of creative will be geared toward a specific region and demographic group -- for instance the Hispanic Raiders community."
Expect to see that creative show up a lot more on TV as well. According to Lambrecht, more than ten different TV advertisements have been created surrounding the new campaign for the start of the NFL regular season. Compare that to last year, when Bud Light had only two advertisements for the first three months of the season.
"The amount of exposure on TV will be higher than in the past. The amount of activations will be higher than last year," said Lambrecht. "We've involved both the league and the teams much earlier on in the creation and development of the program. At end of July, we hosted an NFL summit when we invited the league and our twenty-eight partner teams, where we showed the intention of the partnership."
