Spear Partners with Anheuser-Busch InBev to Introduce a Dynamic, Interactive Label

Mike Sundet, Senior Director of Bud Light comments, “Bud Light drinkers are always looking for fun, quirky ways to express themselves, and the My Bud Light bottle offers them a canvas to do just that.”

Aug 17 2011 --- Spear has joined forces with Anheuser-Busch InBev to introduce a dynamic, interactive label. Brand developers of the best selling beer, Bud Light, turned to Spear to bring the product’s fun personality to life, via a customisable pressure-sensitive label.

Printed at their Tennessee facility, Spear’s technical team transformed the familiar Bud Light label to allow drinkers to add a personal touch. Incorporating metal activation technology, extensive testing was required to investigate accidental activation and abrasion problems. The end result – an exclusive area of the label on which consumers can customise their bottle by using a coin or key to write a message or draw an image. This not only allows the drinker to express their individuality, it also avoids bottle mix-ups and offers the chance for individuals to exchange messages or even phone numbers!

Mike Sundet, Senior Director of Bud Light comments, “Bud Light drinkers are always looking for fun, quirky ways to express themselves, and the My Bud Light bottle offers them a canvas to do just that.”

Spear has a long history of innovative technology developments encompassing graphic innovation, material development, application technology and environmental leadership.