Bud Light courts music-festival goers with mass-customized cans

摘要

Mass customization of beverage packaging continues to find applications, most recently in a special edition of 200,000 Bud Light cans. Each 16-oz can is decorated with a shrink sleeve label that has been digitally printed with a unique packaging design. Brand owner Anheuser-Busch is distributing the Bud Light Festival collection of cans exclusively at this year's Mad Decent Block Party music events, held throughout the United States and in Canada through late September. The Festival cans target younger, drinking-age consumers in recognizing the millennial generation's desire for personalized, yet shareable, experiences. The fun, one-of-a-kind package graphics and bold colors energize the designs and amplify the appeal for this demographic.