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Bud Light’s New Bottles Celebrate a Stanley Cup Victory With a New Design and Musical Accompaniment – Adweek

Bud Light’s New Bottles Celebrate a Stanley Cup Victory With a New Design and Musical Accompaniment – Adweek

DIGITAL MARKETING NEWS

Bud Light’s New Bottles Celebrate a Stanley Cup Victory With a New Design and Musical Accompaniment – Adweek


Sometimes the best accompaniment for a cold beer is a catchy tune. That’s the thinking behind Wieden + Kennedy’s latest spot for Bud Light, anyway.

On June 12, St. Louis Blues fans sang loud and proud to Laura Branigan’s “Gloria,” the unofficial championship anthem, as the NHL team skated to its first Stanley Cup victory.

Bud Light was first introduced in St. Louis in 1876, and the company continues to hold the city close to its heart and, by extension, the local NHL team.

“We’re so proud of our hometown Blues for bringing home their first Stanley Cup,” said Andy Goeler, vice president of marketing at Bud Light, in a statement. Goeler also reflected on how “Gloria is already ingrained into Blues history and the city of St. Louis, so Bud Light is toasting our hometown team by doing what we do best: brewing beer.”

The beer will contain the same ingredients, with a special added feature: It will be brewed with the song Gloria on repeat throughout the entire process. The brewing tank will be blue in honor of the 2018–2019 season and special-edition championship packs will be issued. The brewers will wear headphones to experience the song in the most intense way possible while working.

The brewery will also allow fans to congregate to experience the musical brewing process. Bud Light is also inviting fans to log onto Twitch to live stream the next three weeks.

To extend the celebration, Bud Light will release championship aluminum bottles with the Blues logo and taglines “2019 Champs” and “Gloria Gloria.” Fans can purchase these limited-edition bottles beginning in early July.

CREDITS:

Executive Creative Directors: Karl Lieberman, Colleen DeCourcy

Creative Directors: Brandon Henderson, John Parker

Copywriter: Jessica Ghersi, Ben Capshaw

Art Director: Devin Baker

Head of Content Production: Nick Setounski

Producer: Molly McLafferty

Social Strategist: Connor Corr

Account Team: Brandon Pracht, Carina Polini

Business Affairs: Keri Catanzano, Daniella Vargas

Associate Media Director: N/A

Production Company: JOINT NY

Director: Alec Sutherland

Executive Producer: Michelle Carman

Producer: Sam Broscoe

Director of Photography: Todd DosSantos

Editorial Company: JOINT NY

Editor Bernardo: Revilla

Post Producer: Kari Ickert

Editorial Assistant: Andrew Barell

Mix Company: Heard City

MIxer/Sound Designer: Mike Vitacco

Mixer: Eric Warzecha

Producer: Jackie James

Executive Producer: Sasha Awn

Song Laura Branigan – Gloria



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