Dive Brief:
- Budweiser has undergone a complete overhaul of its branding with everything from new packaging to re-envisioned typography and logo, combining quintessential branding elements while limiting clutter on the label for a fresh and modern look, according to Adweek.
- Budweiser felt the packaging didn't reflect "the level of care, detail and attention that goes into the beer," in line with the "Brewed the Hard Way" mantra that Anheuser-Busch InBev debuted during last year's Super Bowl, Brian Perkins, VP of marketing for Budweiser North America, told Adweek.
- Design firm Jones Knowles Ritchie has been working on the makeover since December 2013, and the new look has been rolling out since September, with plans to complete the rollout by mid-February.
Dive Insight:
The redesign marks the first time Budweiser has used the same packaging in all markets across the world, as previously, only 80% of packaging was the same. This strategy is similar to Coca-Cola's new one brand strategy, which unites the look of all Coke brands' packaging, including trademark Coke, Diet Coke, Coke Zero, and Coca-Cola Life.
The new label may help AB InBev stand out as craft beer brewers snag more of the U.S. beer market share, though Perkins denied such a claim, telling Adweek that the rebranding "was not a responsive move; this was the move of a leader."
AB InBev has embraced the rise of craft beer not just through rebranding and new marketing strategies, but by joining the craft market itself. The brewer acquired three craft brewers in five days at the tail end of last year, in addition to the handful of other craft brewers AB InBev has added the past few years.
This was Budweiser's 13th overhaul in the brand's history, and Budweiser's last major redesign was in 2011. The firm also worked on Bud Light's new packaging, which is expected to debut in April.