Bud Light, officially the England Beer, launches Boxheads

Bud Light today announces a brand campaign to celebrate its role as Officially the Official Beer of the England Men’s Team. Bud Light Boxheads aims to bring fans closer to the action with a beer you can drink and a box you can wear, as well as helping retailers tap into the increased sales growth opportunity around the international football tournament this summer.

From May, all Bud Light packs of 12 and 20 bottles sold in England will feature the faces of Jordan Pickford, Kyle Walker and Kieran Trippier. The larger-than-life packs have been designed to bring some fun and lightness to international football this summer, transforming beer boxes into fanwear. Fans can wear the boxes on their heads to celebrate and support the team during the tournament. To mark its sponsorship, Bud Light has also launched a limited-edition England can design featuring The Three Lions.

TV sports represents a huge driver for beer sales – the 2018 World Cup drove the biggest monthly sales in category history. Tournament sponsor brands offer retailers a significant growth opportunity, with 55 per cent of consumers more likely to buy “official sponsor” brands over their usual beer choices. Bud Light has a repeat purchase rate of 31 per cent, making it a must-stock for stores during the Euros.

“Brands often feature the face of their ambassadors on packaging but Boxheads takes it to another level,” said said Martina Isella, Senior Brand Manager. “There simply isn’t anything like it out there. It’s a revolutionary step forward in beer packaging, and we can’t wait to see football fans across the country wearing Boxheads and supporting The Three Lions in a much more fun and immersive way.”

The Boxheads launch is supported by a fully integrated ATL and social marketing campaign, designed with the ambition of Bud Light becoming the “Vuvuzela” of 2021.

The new Bud Light Boxheads feature a scan-to-win mechanic, giving shoppers the chance to instantly win prizes including LG 4K TVs, free beer, official merch and more. A range of Gift With Purchase, POS and other incentives for retailers will further boost consumer visibility of Bud Light in-store.

In the e-commerce channel a summer of prizes and promotions, including BBQ, and beer and pizza bundles, will help retailers drive sales online between May-July. Amazon customers can visit Bud Light’s England beer store on Amazon, as well as being in with a chance of winning a signed Boxhead when ordering the new packs.

Off-Trade customers can stock Bud Light Boxheads from 3rd May and they are available in 12 and 20 packs of 300ml, (RRP: £9 / £14).