Bud Light Gets Interactive

Product development company 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 customizable 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 customize 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, developers cheekily point out, phone numbers.

“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,” Mike Sundet, senior director of Bud Light, said.