The third-most-popular beer in America, Budweiser sells about 100 million cases each year, more than Yuengling, Pabst Blue Ribbon, Busch, and Heineken, combined. This summer, the beer company wanted to remake its can to seize on the next few months’ compelling competitions—the Olympics and the U.S. presidential election.
It would be one thing to report that Budweiser’s move—simultaneously hilarious, cynical, knowing, and absurd—is wasteful re-lettering. But there is some evidence that patriotic branding around international sports event swells the hearts of consumers. Surveys collected during the 2006 FIFA World Cup...
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