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Anheuser-Busch InBev renames Budweiser "America" in patriotic campaign

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Anheuser-Busch InBev's Budweiser beer is to change its logo to "America" in a new marketing push described as the brand's "most patriotic summer ever".

AB InBev said today it will replace the Budweiser brand name on cans and bottles, starting from 23 May. The company will also modifying the Budweiser label to add phrases from the US pledge of allegiance and lyrics from The Star Spangled Banner and America the Beautiful.

The campaign will end just before the US presidential elections in November and span a number of high-interest events including the Copa America Centenario - being held in the US for the first time - and the Rio Olympics.

The campaign, called 'America in Your Hands' plays heavily on US patriotism and will include billboards, murals, digital content, and retail activations. AB InBev said it aims "to inspire drinkers to celebrate America and Budweiser's shared values of freedom and authenticity".

"We are embarking on what should be the most patriotic summer that this generation has ever seen," Ricardo Marques, vice president for Budweiser, said.

Soft drinks companies have already found success from tinkering with famous logos. The Coca-Cola Co has expanded its Share-a-Coke campaign since it initially replaced its Coca-Cola logo with common first names. PepsiCo this summer will replace its Pepsi logo on cans and bottles with so-called PepsiMojis.

Is the drinks industry just following the pack to the patriotism party? - Click here for a just-drinks comment


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