PACKAGING & MERCH

In collaboration with our major partner, the NFL, Bud Light aimed to tap into the trend of reintroducing fan-favorite throwback uniforms in the new Nike jersey templates, which now allowed teams to have more than one color helmet. The project involved creating Throwback Bud Light cans that combined the iconic 90s can design with individual team colors and vintage logos. Both Bud Light and the NFL had a strong connection with their consumers through nostalgia, and this project sought to leverage that sentiment.

The outcome of the project was a successful fusion of old-school charm and contemporary branding. The Throwback Bud Light cans resonated with fans, evoking a sense of nostalgia while staying relevant to current trends. The incorporation of individual team colors and vintage logos added a personalized touch for fans of each team. Additionally, the collaboration with Fanatics, who owns Mitchell & Ness, allowed the creation of a specific throwback line of clothes that harmoniously brought together the essence of Old Bud Light with the classic branding of NFL teams. The project not only satisfied the consumers' desire for nostalgia but also strengthened the brand affinity for both Bud Light and the NFL among their respective fan bases.