Bud Light Localizes NFL Team Cans


 

Bud Light has brought back its team-specific cans for the 2016-2017 NFL season. The beer behemoth has partnered with 27 of the 32 NFL teams on distinct can designs, which got a minimalist makeover from design firm Jones Knowles Ritchie. READ MORE (Source: Adweek)


Sponsorship Buddy's Take:

1. The best line from the article is: "The can feels like a team jersey that you can drink out of."  What fan isn't going to buy that?

2. Looking back to Bud Light using team colors over the past few years to the recent growth to the logos, there is a massive difference in fan engagement.  This is a huge testament to the value of IP rights.  While the traditional assets that properties have been pushing down sponsors' throats for years are evolving, be careful not to undervalue your marks and IP rights.  There is nothing more valuable that you own!

3. The local slogans accompanying the campaign this year (see above) will add another great element to this campaign.  It make it look less like a league-wide deal and more like Bud Light is invested in YOUR city and YOUR fanbase.

 

 

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