Anheuser-Busch's Bud Light 
college colors brew trouble

Sports team marketing campaign irks colleges

By Lisa Cross, Senior Editor -- Graphic Arts Online -- Packaging Digest, 8/24/2009 9:52:00 AM

Bud Light cans and printed case cartons sporting team colors of several colleges are stirring up controversy. Dozens of colleges contend Anheuser-Busch’s latest marketing campaign, “Team Pride,” contributes to underage drinking and implies that colleges are endorsing the beer. The marketing effort uses sports teams color in 27 color combinations to connect with fans, across a variety of sports. The cans and their printed carton containers do not carry any team's logo, name or any other identifier.

Printed marketing materials to wholesalers say, "Show your true colors with Bud Light. This year, only Bud Light is delivering superior drinkability in 12-ounce cans that were made for gameday."

Anheuser-Busch says about half the brand's wholesalers are participating in the voluntary program

The company has halted offering the cans in certain areas at the request of college officials. At least 25 schools have formally asked Anheuser-Busch to drop the campaign near their campuses, reports the Wall St. Journal, which said that the University of Michigan  threatened legal action for alleged trademark infringement, demanding that Anheuser-Busch not sell the "maize and blue" cans in the "entire state."