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Marketing and Sponsorship

Budweiser, MLB Debut Limited Edition Team Cans For Start Of Baseball Season

Budweiser and MLB teamed up with local artists to "create one-of-a-kind team cans for the start of the baseball season," according to Christine Birkner of ADWEEK. For the past few years, Bud Light’s team cans for the NFL, which featured a minimalist design with each team’s logo, "proved to be a hit in local markets, and Budweiser is hoping to replicate that success with its MLB cans." For the MLB cans, Budweiser "tapped local artists to create designs inspired by each city, incorporating local landmarks such as the Gateway Arch" for the Cardinals. Artist Annica Lydenberg, who designed the Boston can, was "inspired by vintage New England store and restaurant signs as well as her lifelong passion for the Red Sox" (ADWEEK.com, 3/22). In St. Louis, Joe Holleman notes Adam Koon designed the Cardinals can that will "be released Monday." For the new season, which begins April 2, limited-edition cans "will be released in 15 selected cities." Koon said, "I've never worked with a company that big before, so it was a crazy experience. It really helped a lot to look at historic baseball memorabilia as well as print material to make this a true STL piece." Koon added that he "drew his inspiration for the design" from '50s memorabilia, and specifically from old Cardinals game tickets (ST. LOUIS POST-DISPATCH, 3/23).

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