Pearlfisher Partners With Bud Light To Celebrate Super Bowl XLIX

 

An official sponsor of Super Bowl XLIX, Bud Light wanted to find a way to express passion for the event in an unconventional way. Pearlfisher’s challenge was to help Bud Light harness their vibrant personality to celebrate the Super Bowl, generating excitement around the occasion for two different audiences, Bud Light fans and Super Bowl fans. Drawing on Bud Light’s “Up for Whatever” campaign and a football coach’s game plan, Pearlfisher used a bold brand voice and graphics to create Bud Light’s version of a “playbook. Copy on pack includes lines such as, “Catch the cameraman off guard”, “Run a different route” and “Wow the crowd”, encouraging consumers not only to enjoy the game, but also to harness the energy and excitement of the Bud Light brand. The resulting bottle is rooted simultaneously in spontaneity and the spirit of football, connecting Super Bowl fans and Bud Light fans in a new way. 

 

Creative Director, Hamish Campbell says, “ Creating a limited edition language for the new Bud Light bottle was an incredibly fun challenge. What we discovered is that Bud Light fans love the brand’s spontaneity and spirit in a way that is very similar to a sports fan’s passion for their team. We combined these two passions into one graphic language, creating a “Game Plan for Whatever” that can resonate with both audiences.”