Bud Light today announces a brand campaign to celebrate its role as Officially the Official Beer of the England Men’s Team. Bud Light Boxheads aims to bring fans closer to the action with a beer you can drink and a box you can wear, as well as helping retailers tap into the increased sales growth opportunity around the international football tournament this summer.
From May, all Bud Light packs of 12 and 20 bottles sold in England will feature the faces of Jordan Pickford, Kyle Walker and Kieran Trippier. The larger-than-life packs have been designed to bring some fun and lightness to international football this summer, transforming beer boxes into fanwear. Fans can wear the boxes on their heads to celebrate and support the team during the tournament. To mark its sponsorship, Bud Light has also launched a limited-edition England can design featuring The Three Lions.
TV sports represents a huge driver for beer sales –.the 2018 World Cup drove the biggest monthly sales in category history. Tournament sponsor brands offer retailers a significant growth opportunity, with 55% of consumers more likely to buy ‘official sponsor’ brands over their usual beer choices. Bud Light, with a repeat purchase rate of 31%, is a must stock for stores looking to make the most of the tournament opportunity this summer.
Martina Isella, senior brand manager for Bud Light, comments: “Brands often feature the face of their ambassadors on packaging but Boxheads takes it to another level. There simply isn’t anything like it out there. It’s a revolutionary step forward in beer packaging, and we can’t wait to see football fans across the country wearing Boxheads and supporting The Three Lions in a much more fun and immersive way.”
The Boxheads launch is supported by a fully integrated ATL and social marketing campaign, designed with the ambition of Bud Light becoming the Vuvuzela of 2021 (but less annoying!)
The new Bud Light Boxheads feature a scan to win mechanic, giving shoppers the chance to instantly win prizes including LG 4K TVs, Free Beer, Official merch and more. A range of Gift With Purchase, POS and other incentives for retailers will further boost consumer visibility of Bud Light in-store.
In the e-commerce channel a summer of prizes and promotions, including BBQ, and beer and pizza bundles, will help retailers drive sales online between May-July. And, Amazon customers can visit Bud Light’s England beer store on Amazon, as well as being in with a chance of winning a signed Boxhead when ordering the new packs.
News of the campaign and Boxheads was teased at the World Cup qualifier matches against San Marino and Poland in March after a terrace-full of Jordan Pickford, Kieran Trippier and Kyle Walker cut outs appeared in the stands in Wembley to support England. Media were quick to notice the well-known spectators with The Guardian even turning Boxheads into an editorial cartoon.
Off-Trade customers can stock Bud Light Boxheads from 3rd May and are available in 12 and 20 packs of 300ml, (RRP: £9 / £14).