- Home |
- About us |
- Case studies |
- Press articles |
- Contact us
BUDWEISER EXPOSES ITS COOL LABEL
Budweiser, Northern Ireland’s leading premium lager, appointed B&H The Colour Change Company and Slater Design to create a new and innovative promotion, ‘Bud Exposure’. Their aim being to further increase the profile of draught Budweiser and to encourage trial purchase and movement from competitive brands.
Bud Exposure invited participants to place a self-adhesive Chill ‘n’ Reveal™ ‘Cool Label’ on the outside of their glass of draught Budweiser for a chance to instantly win cool prizes. Upon contact with the glass the Chill ‘n’ Reveal ‘Cool Label’ exposed hidden win messages that could only be seen from the inside of the glass. The label used a thermochromic panel that contained the promotional message, and could only be revealed when in contact with a cool surface.
Commenting on the Bud Exposure promotion, Candida Brown, Marketing Operations Manager, Anheuser-Busch Europe Ltd said: “Budweiser strives to continually develop innovative promotions within an ever changing competitive environment. Yet again we have produced a winning concept that will raise awareness and drive further trial of draught Budweiser. This is a powerful promotion because the thermochromic ink needed the cool Budweiser pint to make the promotion work. When you stick the label onto the cold glass you virtually have to be drinking it to see what you’ve won!”
The prizes that could be won included: Nike MP3 players, Sony W.EAR headphones, Budweiser branded watches and t-shirts.
The ‘Bud Exposure’ campaign took place in selected bars within Northern Ireland.
