JKR New York rebrands Budweiser as America until US election

Next week, as part of its summer-long campaign America is in your hands, Budweiser will rebrand as “America” on the front of its cans and bottles. Designed in partnership with Jones Knowles Ritchie in New York, the campaign sees the text on the label change to include phrases from the Pledge of Allegiance and lyrics from the Star Spangled Banner and America the Brave. The new cans will feature in an advert that will air on 1 June and will be available across the US until the presidential election in November.

“We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on US soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games,” said Ricardo Marques, vice president, Budweiser. “Budweiser has always strived to embody America in a bottle, and we’re honoured to salute this great nation where our beer has been passionately brewed for the past 140 years.”