Budweiser understands future communication is all about innovation


Living in a connected world where information is accessible 24/7 and shared by everyone through social networks means you’ve gotta spend more money on your product to make sure you’re on top of the competition. In all its simplicity I think this new Budweiser can shows what it’s all about. At first glance a 10° change doesn’t seem that much. But those 10° makes Budweiser unique and it will not only make a Budweiser can look different it will make you feel the difference. This new bottle will save a fortune for Budweiser when it comes to communication activities and on top of that It’s pretty darn cool in all its simplicity.

What’s even more impressive is the fact that this tiny change in shape means a HUGE change in how Budweiser actually produces the cans. They started developing this new can in 2010 and finally it will hit the stores on the 6th of may. Someone at Budweiser took a bold decision. “Let us spend millions and millions to change something today that will have an effect on our future”. Risking your job will lead to success!

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://www.facebook.com/olle.nystrom.98 Olle Nyström

    Yes, i agree on everything BUT… While they were at it, why didn’t they make a change that had an environmentally aspect as well? Instead of sticking to a material like aluminum that consumes huge amounts of energy and adds a mettalic flavour to the beer. Doing this and not connect it to a purpouse leaves the field open for the competition to follow and excell.

  • http://www.ronnestam.com/ Johan Ronnestam

    Agree on that. I think that’s a bigger challenge as it’s not Bud’s decision to change the way the society handles aluminum. BUT maybe they could if they wanted to. On the negative side we can also ad the fact that the new shape requires more aluminium to be able to handle the 10° angle.

  • http://www.facebook.com/olle.nystrom.98 Olle Nyström

    And still, my point was not environmental but from a brand perspective. The thinking is as shallow as the taste of the beer (imho). :-)

    The company that creates an eco can and then presents it for the industry as an open standard, they would make me a fan for life.

    Hey! CCC!! It’s up for grabs!!!

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  • http://twitter.com/iMurre Timo Murberger

    Nice can, very…. creative approach. How about the beer in it ;)

  • http://twitter.com/iMurre Timo Murberger

    Is aluminum really that bad?…. if it is recycled, which it is at a large extent in many parts of the world, it performfs well

  • http://www.facebook.com/mangodesigns.ch Magnus Almgren

    I once tried to change a cigarette box for Swedish Match – the idea was that it should include the matches… Swedish Match though it was a great idea but could not afford it. They needed to change the whole carton box factory line just to implement this little change. Might be the same for Budweiser – this is a radical change of design in terms of production, not to much not to less, and smart as it does not effect the the filling production.

  • http://www.minecraftgames.co/ Minecraft Games

    Indeed, innovation in the future is essential.