Budweiser: Taking back the 'AmeriCan' summer

Budweiser, a beer brand, redesigned its packaging in ode to America in order to reverse sales declines during Summer 2016, alongside the presidential election and Rio Olympics.

Design consultancy: Jones Knowles RitchieAdvertiser: AB InBev

Executive summary

Taking back the "AmeriCan" summer

Few brands embody an image of Americana quite like Budweiser. A brand steeped in heritage but for the past 27 years, has seen a steady decline in sales in its largest market, the U.S.

Enter Summer in the U.S., historically the season with the biggest sales for the beer category. Summer 2016 was especially interesting - the heated crescendo of a Presidential Election, human achievement re-defined at the Rio Olympics, the U.S. National Soccer Team winning the hearts and minds of the nation...

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