This week marks national flag week; which is a time to pay tribute to the greatest symbol of patriotism in our country. It is a time for all Americans to display the American flag and celebrate our freedom. It is also a time to honor those military heroes that have fought for our freedom with the American flag adorned on their uniforms. To celebrate national flag week and the patriotic season leading up to July 4th, Budweiser has altered its iconic can by creating a red, white and blue Patriot Can.
Let us count the ways in which this is wrong: it demeans the flag to be used to hawk beer; it's slimy to appropriate respect for the military to hawk beer; calling it a Patriot Can is bizarre for a foreign-owned company and strangely jingoistic. Bud, which for two decades had the most subtle, effective branding strategy in America, now uses cheap tricks as it casts about for a post In-Bev identity. Fail.
*Macros don't sell beer, they sell packaging.