Budweiser has long been recognized as a company that understands the need for strong brand marketing via media as well as impressively developed in-store displays!
Since this is actually an older post, it would be extremely interesting to see if anyone reading this article/post has any feedback or statistics on how the new can has increased sales and better reached the target consumers (younger, more health conscious) since its release and use a couple months back?
In the past months we have seen other beer brands develop new glass bottle shapes and packaging. Obviously the Bud brand got something started in the industry.
Hey, and here at Triad, we are ready for the major marketing program that requires new BOWTIE floor fixture displays!
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Budweiser Bowtie Can Shape Mirrors Brand’s Longtime Logo
on April 18 2013 9:16 AM
Budweiser is unveiling a bow-tie-shaped can that mirrors the brand’s longtime logo.
The can, which will be available in eight-packs nationwide beginning May 6, is the result of several years of technological advancements and investments at its can-making facility in Newburgh, N.Y.
Anheuser-Busch InBev NV (NYSE:BUD) said the new Budweiser can design has been in development since 2010. The company said it has made significant equipment investments to can-making facilities and packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, Va.
The can-shaping equipment is located in Newburgh, about 60 miles north of New York City. Creating the can involves a 16-step process, with 10 steps to form the bottom half of the can and six to form the top portion, Anheuser-Busch said.
Budweiser is unveiling a bow tie shaped can that mirrors the brand’s longtime bow tie logo. The can, which will be available in eight-packs nationwide beginning May 6, is the result of several years of technological advancements and investments at the breweries can-making facility in Newburgh, N.Y. Anheuser-Busch
“We explored various shapes that would be distinguishable in the marketplace but also viable from an engineering standpoint,” McGauley said. “Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bow tie be very precise.”
While the Belgian-based company did an initial run last month of more than 10 million bow-tie cans for its spring introduction, an additional 8 million cans are scheduled to be produced in April.
Company executives said they hope the can’s slimmer middle and sleek design will appeal to a younger, more health-conscious demographic. The new can holds 11.3 ounces of beer with 137 calories, about 8.5 fewer calories than a traditional 12-ounce can of Bud, the company said.
Budweiser’s bow-tie symbol first appeared in a national advertising campaign in 1956. According to company lore (there’s no written documentation on the origins of the Budweiser bow tie), the symbol was introduced when too many people started using the “Bud” bar call too frequently, so the double triangles were added to emphasize the full Budweiser name.