ABOUT

Concept

What goes better with football than Bud Light? As the official beer sponsor of the American NFL, Bud Light has always had a place in American football fan’s hearts. We chose twenty eight teams to celebrate the 2016 football season, designing a can for each as the ultimate Limited Edition collectors item.

The unveiling of the NFL Team Can is key to the football season. Unleashing the passion of fans across America who have been hibernating since February, the NFL Team Can is the symbol of the glorious return of America’s number one sport.


Execution

Bud Light has been releasing team cans to some success for years, but through our new core re-design and strategy, 2016’s designs reestablished the excitement of limited edition sports cans. Focusing our attention on capturing the hearts and minds of the NFL teams and fans, JKR kept the iconic nature of the redesign but replaced the heritage equities from the core pack with fan-centric logos. Our aim? To make each fan feel like this was their can.



Results

Creating a harmonious partnership between the NFL and Bud Light was indispensable. We were able to exceed the fan’s expectations from last season – building anticipation and solidifying connections to the brand. This super fandom was taken to the next level – never has a limited edition garnered so much attention, with football fans everywhere proudly displaying their team cans across their social media platforms like badges of pride. Across the country, team can orders were up 185% YOY.