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Bud Makes Patriotic Play With Camo Bottles
By: AdAge
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Summer is coming -- and so are Budweiser's patriotic beer pitches.

The brew is getting particularly aggressive this year with limited-edition aluminum bottles draped in a camouflage design. The brand is also bringing back its "America" branded bottles and cans that debuted last summer drawing cheers and jeers.

Bud is positioning its camouflage bottles as a tribute to veterans and military personnel. Bud replaced its regular brand credo on the bottles with what it described as a letter of gratitude with language such as, "With every waving flag, with every hand-covered heart, we declare our gratitude." Also included are lyrics from "The Star Spangled Banner," and "E Pluribus Unum."

"Our goal is to remind Budweiser drinkers of the courage and sacrifice made by all American service men and women who protect our nation and our freedoms," Ricardo Marques, VP-Budweiser, said in a statement.

Bud drew plenty of attention last year when it first rolled out the America packaging. Some critics seized on the fact that Bud owner Anheuser-Busch InBev is based in Belgium, not the U.S. But the brand itself has plenty of American credentials: It is brewed here and has long been part of U.S. beer-drinking fabric, even as its volumes have declined in the face of competition from craft beers. Last year's America branding gamble paid off when the brew earned 1 billion earned impressions in the 48 hours following the announcement, the brewer stated at the time.


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This was originally published on AdAge. A link to the original story follows this post. www.adage.com
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