Bud Light, a lager brand owned by Anheuser-Busch InBev, will be available in a new bottle designed to find out just how "Up for Whatever" its fans really are.
Each of the new bottles of Bud Light will feature a different "Up For Whatever" message on its label that is intended to inspire spontaneous fun, no matter where or when it's enjoyed. Some Bud Light bottles, for example, will be labeled as "The perfect beer for leaving your comfort zone in another time zone." Others will describe themselves as "The perfect beer for taking off the blindfold and showing that piata who's boss." Still others will note that Bud Light is "The perfect beer for tuning up the old air guitar." The initial run of unique "Up For Whatever" bottles will feature more than 47 different such messages, with many more to come.
"Our fans will truly need to be 'Up for Whatever' when they're enjoying a Bud Light out on the town," said Alex Lambrecht, vice president of Bud Light. "We think they'll have fun doing the ideas printed on our bottles. And people who prove themselves to be 'Up for Whatever' may just end up in a Bud Light ad somewhere, or enjoying a completely unexpected, unforgettable experience."
The new packaging builds off of the momentum established by Bud Light's "Epic Night" Super Bowl ad starring Arnold Schwarzenegger and Don Cheadle, and continued during the brand's "Whatever, USA" event during the summer and via its NFL ads in the fall. The brand has also delivered spontaneous "Up for Whatever" experiences throughout the year to Bud Light drinkers and plans to bring the Bud Light House of Whatever to Arizona this January for Super Bowl XLIX.
