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For the first time since 2001, Budweiser is introducing an updated design for its cans. Developed to connect with a younger audience, the new look features the brand’s iconic bowtie, in addition to the Budweiser creed and Anheuser-Busch medallion. According to company lore, the bowtie was originally created to encapsulate the brand name and, by doing so, to “encourage the use of the full name-Budweiser”, as opposed to the ‘Bud’ bar call. “Our refreshed packaging design gives Budweiser an updated look, which dramatizes the iconic Budweiser bowtie and incorporates the brand hallmarks that loyal Budweiser drinkers will recognize and appreciate,” says Rob McCarthy, vice president at Budweiser. The redesigned can is currently rolling out in the US, and will be followed by international markets later this year.
Launch
August 29, 2011
Package design
jkr, www.jkr.co.uk
