Ladies and Gentleman if you haven’t
realized yet, its Football Season. A season where rivalries and competition are
at its peak and you find out who your real friends are. If you are a Giants fan living in New England
for example, chances are there will be a lot of heated arguments about which
team is better. Football is as American as it gets, and nothing goes better
with a crisp fall afternoon watching your favorite team than having a cold Bud
Light in your hand. Bud Light has come to the forefront for the “go to beer” on
Sundays and it is the official beer of the NFL. Bud light saw the subculture, which
are subgroups within the larger, or national, culture with unique values,
ideas, and attitudes, of football fans and took full advantage.
Bud Light has started a huge
campaign that has changed the game for this subculture of football fans. They
have created team cans, representing all 32 Teams in the NFL. Now you will not
only be able to enjoy a cold Bud Light but also be able to represent and
support your team. This year, Bud Light went above and beyond once again,
adding a little extra to their team cans. On every team specific aluminum can
or bottle shows your team logo and a catch phrase that is unique to your team.
For example, when you have a Patriots Bud Light can or bottle; there is a huge “5X
CHAMPIONS” plastered on the back of the can and we all know how much the pats
like winning Super Bowls so this is definitely geared to get Pats fans going.
“NFL team packaging has become
something fans look for from Bud Light year after year” says Anna Rogers,
Director of NFL partnership and strategy. Bud Light has created what marketers
call a brand community, which is a specialized group of consumers with a
structured set of relationships involving a particular brand, fellow customers
of that brand, and the product in use. These football fans love to show off
their team colors and team logo and what better way to do it than to have a
customized can specific to your team. Like being loyal to the football team
they root for, football fans across the US continue to go to the store on Sunday
and buy a rack of Bud Light for their favorite team. The creation of Brand
loyalty, which in marketing terms is a favorable attitude toward and consistent
purchase of a single brand over time, has put Bud Light in the forefront of
football fans’ minds.
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“Beer with your team on it” is the
slogan Bud Light uses in its commercials to catch the eye of all Football fans.
Just like wearing a jersey shows your support for your favorite team, Bud Light
has made it a theme that drinking a Bud Light out of your teams can is another
great way of showing your love.
Bud light advertises themselves as “America’s
favorite light lager” and with good reason. According to Business Insider
writer Gus Lubin, “Bud light is the real king of beers in the us, selling more
than twice as much as its nearest competitor.” This seemed a little skeptical but
when the sales for last week for Bud Light was $499 Million and the closest
beer in sales was Coors light at $227 million I was shocked. Bud Light has been
able to dominate in revenue and this is a huge advantage because now Bud Light
can put money towards not only making those custom team cans, but also give out
huge prizes. In each bottle of Bud Light, there is a snap code on the bottle
and that snap code could give you and a friend a chance to go to the Super Bowl.
Bud Lights popularity has been souring and will continue to soar if people can
get a chance to be at the super bowl. So no matter team you route for, whether
it be the New England Patriots or the Seattle Seahawks, you will get a chance
to win tickets to the greatest watched game in America.
The BIG
PICTURE is that Its football season baby, so if you are over 21 go and buy a
rack of cold Bud Light and support your team this season. Please drink
responsibly.
Work Cited
