During the World Series, Budweiser dominated the commercial airwaves with its catchy Miike Snow ball park spot and its new initiative "Track Your Bud". At TrackyourBud.com, Bud drinkers can find out where and when their Budweiser or Bud Light was brewed by simply punching in the code from their can or bottle. The site serves as a digital brewery tour, first introducing you to the Brewmaster by full name (!!!) and then taking you through the steps of brewing your precious beer from milling to bottling. Each step has facts and a video, mimicking what a real brewery tour would be like.
Yesterday, I watched the documentary The Naked Brand: The Future of Marketing, which features Alex Bogusky and various brands such as Patagonia, Under Armour, Unilever and Pepsi and talks about the need for brands to become more transparent about their products and business practices because the consumer feedback loop is instant. The quality of your product and story behind your brand is now KING when it comes to how consumers make decisions.
As for "the King" of beers, Budweiser's Track Your Bud campaign is an effort to highlight the quality and consistency of the All-American brew. The patriotic bottle is a reminder that Budweiser is America's beer, and now when you take a sip of Bud, you'll also associate it to a brewery within the states not so far away.
I've always been a fan of Bud heavy, and I actually appreciate this campaign because it recognizes Budweiser for what it is--a good 'ole American lager.