Out of all the tools and tricks that Anheuser-Busch InBev can deploy in its sports marketing, one device stands out from all the rest as a driver of return on investment (ROI): The can.
A partnership between Bud Light and the NFL has proven to be a demonstrably powerful means of brand engagement and loyalty. And, according to Nick Kelly, AB InBev’s head/US sports marketing, “Team cans bring the highest [ROI] because they really drive true opportunities for lift.”
The empirical proof: “The way we looked at team cans was to take a five-year average of total Bud Light beer...