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 Press releases are usually wrought with overwritten comments about, say, a new fabric softener, but I think we have a new winner.
Today, I got a press release from Budweiser saying that “Budweiser and Bud Light hit homerun with custom local packaging for MLB teams.” (Frankly, I think my headline is better.) And here’s how the release begins:
Budweiser and Bud Light, the “official beer sponsors” of Major League Baseball and 26 MLB teams, will introduce team-specific packaging in team markets nationwide, allowing baseball fans to celebrate the 2006 season while showing support for their favorite team.
Now, I usually choose my beer based on taste, and not whether it’s a sponsor of my favorite group of nine strangers I root for since they play in my city. If I want to cheer on the Phillies, I’ll buy a Phils’ hat, or, you know, actually root for them. I don’t think a box with a Phillies logo on it is going to change my opinion that Bud Light tastes like dishwater. (Not that I don’t drink it.)
That’s pretty normal PR speak there. But then it gets better:
“Major League Baseball has been an important element in our overall marketing mix for more than 25 years, and we continually work to enhance our relationship with the teams, fans and networks throughout each season,” said Tony Ponturo, vice president, Global Media and Sports Marketing, Anheuser-Busch Inc. “We have stepped up our activities around baseball in 2006 to create excitement for our teams and their fans, and to strengthen the bond between America’s favorite pastime and America’s favorite beers.” [...]
“Our investment in team-specific packaging demonstrates our commitment to the dedicated fans and teams of Major League Baseball,” Ponturo said. “Baseball fans are passionate about their team. Our custom packaging with individual team logos helps us tap into the excitement of the upcoming season and reinforce to the fans our support of their team.”
You’ve heard of a straw man argument? Well, this is a straw man press release. Anheuser-Busch doesn’t care if the Phillies go 0-162 as long as it sells beer to Phillies fans. And there are no such people who do this, anywhere, ever: “Hey, I’m headin’ to the game to tailgate and need to pick up some beer. Let’s see, Coors, Miller, Budweiser — hey, that Budweiser is supporting my Phillies! I’m going to buy me some delicious Bud and lead the Phillies to victory!”
Full release after the jump.
BUDWEISER AND BUD LIGHT HIT HOMERUN WITH CUSTOM LOCAL PACKAGING FOR MLB TEAMS
ST. LOUIS (March 30, 2005) – Budweiser and Bud Light, the “official beer sponsors” of Major League Baseball and 26 MLB teams, will introduce team-specific packaging in team markets nationwide, allowing baseball fans to celebrate the 2006 season while showing support for their favorite team.
Anheuser-Busch will also debut new baseball-themed creative, offer a full-line of team-specific promotional items, and will partner with Education Is Freedom (EIF) to expand its “Homerunazo” Latino scholarship program.
“Major League Baseball has been an important element in our overall marketing mix for more than 25 years, and we continually work to enhance our relationship with the teams, fans and networks throughout each season,” said Tony Ponturo, vice president, Global Media and Sports Marketing, Anheuser-Busch Inc. “We have stepped up our activities around baseball in 2006 to create excitement for our teams and their fans, and to strengthen the bond between America’s favorite pastime and America’s favorite beers.”
Team-Specific Packaging
Eleven of Anheuser-Busch domestic breweries will be involved in the team-specific packaging campaign, which will produce 52 different packaging combinations on 3 million cases of 18-, 20- and 24-pack bottles of Budweiser and Bud Light. Team-specific packaging launches on March 27 in time for MLB Opening Night on April 2 and will reach all 26 MLB teams sponsored by Budweiser and Bud Light (see attached chart).
“Our investment in team-specific packaging demonstrates our commitment to the dedicated fans and teams of Major League Baseball,” Ponturo said. “Baseball fans are passionate about their team. Our custom packaging with individual team logos helps us tap into the excitement of the upcoming season and reinforce to the fans our support of their team.”
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