Alex Lambrecht de Bud Light: A can to win the heart of millennials

Design cans seems to be the latest trend for beverage giants like Light Coke and Absolut, and now Bud Light is getting in on the action and bringing it to the U.S. with an edition of 200,000 different cans with 31 exclusive designs, using digital printing technology from HP. The flashy cans will be available to attendees of the Mad Decent Block Party, a music festival that will hit cities across the U.S. and Canada over the next few weeks and run through September. “The design cans are an idea that Bud Light wants to do for millennials. We know they want something unique and an unexpected experience” said Alex Lambrecht, VP of Bud Light. Bud Light was looking for an opportunity to amplify consumers’ experience with the brand, according to Gina Bazigian, packaging innovations manager at A-B InBev. Bud Light’s creative team partnered with Virtue Worldwide, VICE’s in-house creative services agency and Diplo’s L.A.-based record label Mad Decent to create the cans. Mad Decent’s team created four custom cans; the other designs were done by various artists. Recently, Bud Light selected Wieden & Kennedy as their new lead agency in order to boost their sales. The move marks the fourth agency change in less than four years for Bud Light.