How do you make Budweiser ? Send him to school. Can you blame him if his son, Bud Light, wants to wear the school colors.....
But seriously, unless you've been out cold for the past week because you've been overindulging on 'blue and gold' Bud Light beer, then you have heard the latest ruckus between Anheuser-Busch (aka, A-B) and this time, college administrators across the country who are all stirred up, shaken and bothered by the latest Budweiser Marketing campaign which will be serving up cans of beer in your favorite college team's colors... just in time for this Fall's tailgate parties at Football games. Woo Hoo ! Who wouldn't want to crush the can of your opponent !
In any event, the following are just a few of the news publications, on and off line, blogs and other pundits who have chimed in on this controversial topic. Will this lead to greater underage drinking ? Is this simply an aggressive marketing campaign ? Or is it an act of unfair competition as proscribed by the Federal Lanham Act's Sec. 43(a) with respect to Anheuser-Busch creating a false impression of sponsorship or affiliation with the college's by using their school colors. Isn't this something that A-B should be paying a license for instead of riding on the coattails of each college's good will and fame. At press time for this blog, it should be noted that each College has been invited or instructed by Anheuser-Busch that they can object and stop the use of their school's colors just by sending in a formal letter to the brewer. This writer is unsure that this relieves the brewer of liability but it is certainly evidence of mitigation.
So, without further adieu, let's hop to the pundits:
1. http://www.slashfood.com/2009/08/21/bud-light-team-color-fan-cans-cause-a-stir/
2. Twitter:
RT @jsciar1 New team-color bud light cans place a gun to the heads of college students and force them to consume flavorless beer http://tiny.cc/E9bhm
http://online.wsj.com/article_email/SB125081310939148053-lMyQjAxMDI5NTIwMTgyMTEzWj.html
3. FTC Criticizes College-Themed Cans in Anheuser-Busch Marketing Efforts
http://online.wsj.com/article/SB125116535930755741.html?mod=googlenews_wsj
4. Anheuser-Busch pulls promotions at some colleges
http://www.miamiherald.com/news/nation/AP/story/1201750.html
5. UW unhappy with college-themed beer cans
By Don Walker of the Journal Sentinel
Aug. 25, 2009
A controversial Anheuser-Busch InBev NV marketing campaign that appears squarely aimed at young drinkers has the University of Wisconsin and others seeing red.
http://www.jsonline.com/blogs/sports/54799942.html
6. Show your true colors with Bud Light? Is it green?
11:30 pm August 25, 2009, by mdowney
http://blogs.ajc.com/get-schooled-blog/2009/08/25/show-your-true-colors-with-bud-light-is-it-green/?cxntfid=blogs_get_schooled_blog
7. [STFU] Universities not so proud of Bud Light cans sporting school colors
August 21st, 2009 by Dave Studinski
http://www.bewilderedsociety.com/blog/2009/08/universities-not-so-proud-of-bud-light-cans-sporting-school-colors/
8. Drink Like A Champion Today: College Themed Bud Light Cans
August 21st, 2009
From the Wall Street Journal comes news that there are now Bud Light cans in your favorite team’s colors. Kick. Ass.
http://drunkentailgate.com/
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That concludes this compilation of comments on the Bud Light College Colors Marketing Campaign currently in progress for the Fall College Football season for which it was intended. As one pundit has observed, is this really just another example of aggressive, albeit corporate, "Ambusch" marketing ?!....
Time will tell, of course. In any event, the publicity associated with this campaign will likely endear college students to Bud Light and increase sales. This writer predicts an uptick in Bud Light sales this fall as a result thereof.
Until next time,
William E. Maguire
http://TrademarkEsq.blogspot.com
*** Be sure to check out website as well at: www.TrademarkEsq.com.
Thanks !
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