Fishermen reel in prizes in a Busch Beer promotion that features piscine beverage packaging

Kate Bertrand Connolly in Beverage Packaging on May 16, 2016

Busch Beer is using packaging to lure fishermen into the “Catch One. Win Big.” promotion, now in its fourth year. The limited-edition packaging design for cans and multipack cartons features colorful illustrations of game fish, plus gold-tone “trophy cans.”

To win prizes, consumers must find one of the trophy cans in a multipack of Busch or Busch Light. They then snap a photo of themselves with the trophy can and submit it to Busch online to be entered into weekly drawings for a variety of prizes. Brand owner Anheuser-Busch arranged to have 100,000 gold cans randomly distributed in the limited-edition multipacks.

The grand prize is a once-in-a-lifetime fishing trip with pro fisherman Kevin Van Dam to one of four possible locations; five consumers will win the grand prize. Smaller prizes include gear like GoPro cameras and sonar equipment.

The promotional packaging will be in stores May 8 through July 2, and the grand-prize trip will occur in Fall 2016. Chelsea Phillips, senior director, U.S. value brands, Anheuser-Busch, provides insight into the promotion and the packaging.

 

How are the fishing cans decorated, including the gold cans?

Phillips: All can graphics are direct-printed onto the cans using a six-color process.

 

Why did Busch choose to decorate the cans this way?

Phillips: The goal was to create highly visual cans that really resonate with our core target—passionate outdoorsmen and fishermen. The cans display some of the most popular species of fish that are found in our lakes and streams.

From last year, we cut down on the number of species featured on the packaging, so that folks can attempt to collect all varieties—with the real prize being the ever-elusive gold trophy can, which we’re introducing for the first time in 2016.

The four fish species and corresponding trips are:

• Red Drum in Venice, LA.
• Largemouth Bass in Lake St. Clair, MI.
• Cutthroat Trout in Montana.
• Sockeye Salmon in Kenai River, AK.

 

Is the secondary packaging also printed with promotional artwork?

Phillips: Yes, the paperboard multipacks also have limited-edition promotional artwork depicting the angler cans and gold trophy can. The refreshed packaging will be featured on 18-, 24- and 30-packs of 12-oz cans (as well as on 25-oz cans).

 

Are the gold trophy cans all in promotionally decorated paperboard multipacks?

Phillips: Correct, the gold trophy cans are only randomly seeded in packaging that features the promotional graphics.

 

Who is the target consumer for this promotional package?

Phillips: Busch’s core consumer is 35-plus, works hard and enjoys the outdoors. Our current tagline is “Here’s to Earning It”—and we’re proud to be the beer brand that recognizes and rewards hard work. Our “earning it” mantra can apply to a hard day’s work on the job or a long day on the lake, but our drinkers know that when the job is done—and done right—that’s the moment to kick back and enjoy a Busch.

Busch has long been the go-to beer for folks who enjoy outdoor pursuits, including fishing and hunting. For many people, their fishing trip isn’t quite complete unless they have a cooler of Busch on the dock next to them.

 

Can you mention any of your packaging suppliers for this promotion?

Phillips: The fishing packaging was created in conjunction with design agency LPK.

 

Are the package graphics new, or are they the same as what was used in last year’s fishing promotion?

Phillips: The graphics for the four angler cans all were initially created for last year’s promotion. However, this year each graphic of a species represents one of the four potential consumer grand-prize trip destinations.

The gold trophy can is all new for this year—invoking imagery of a fishing trophy you’d be proud to display on your mantel at home.

 

*****************************************************************************************

Want more great ideas in beverage packaging design? Attend the full-day Packaging for Food & Beverage conference on June 14 at the EastPack 2016 show.

92 Comments

By submitting this form, you accept the Mollom privacy policy.
500 characters remaining
As of May 27th 2016 the Busch website still says, "Coming Soon". Sweeps has been running for weeks. What's going on???
Where do I submit my picture with my trophy can?
I have a gold can of Bush beer bought a 24pk for fishing trip on the river in Columbia ms this memorial weekend 2016 some of my cans has a red fish on them which is called red drum, I got a trophy gold can, didn't catch any fish but is more than happy to land this
have golden trophy can. now what
Hey my son has two golden cans
Sure wish I could find one in my 30 packs I by on Friday and Saturday
I have two gold cans!!!
We have a gold can also and I'm trying to figure out how to where to enter I go to site and it doesn't have entry forms Help?
Me too. I have the trophy can but don't know where to send my pic
I have a gold card how do I do this
I have one Bush light gold Trophy can.RWillis
I have one Busch light gold trophy can.JCotter
Just found gold thorphy can what do you suggest
Just found gold thorphy can what do you suggest
Can't figure out how to submit
I just found a trophy can. I don't see where to submit a photo. Can you help?
I have a gold bush trophy can
I have a gold Busch beer can!!
I found a gold trophy can.now what ? Cant get no were to do anything
Me to how did you post it
I have a gold fish winning can.
I have a gold fish winning can.I have a goldfish winning can also unable to contact anybody or get online or whatever
Can I still enter the contest I opened mine opps
I have a gold can now what. not sure how to send it to yall.
did you get any help I also don't know what I am doing
I have 3 gold cans two out of one case have not heard from you please call 3218486120 very disappointed have not heard back.
Please send directions on entering the gold can contest. My hubby found one but can't figure out how to enter
How do you enter the bush golden trophy can????
I have a Bush light Gold can how bo I submit it Steve Gleason
I also have a gold can and can't get on sit
Congrats to all of you finding a trophy can! According to Busch: "Consumers who find one of the 100,000 gold trophy cans randomly seeded in packs of Busch and Busch Light can capture a photo of themselves with the can and submit it online via Busch.com."
My husband found one today but how in the hell do I enter ???????????????????????????????????????????????????????????????????????????????????
Here I am got gold can now what
I have a Busch Gold Trophy can.
we have one golden can, where do we enter?
We also have 2 cans and trying. But thre huge surprise was finding not only one but two within a couple of weeks. He has tried over the last few years and nothing, so when he found them he was ready to send the pics.
Must be a bull**** if not one of us can enter !!!!!!!!!!!!!! Just to get people to buy the beer ! I see no way to enter ?
I have a gold can.again.had one last year and won a card holder.how do I enter
Did I win2405618969
yep i just got a trophy can what now????????????? knpalmer (reply)
I have a Busch trophy can. I am disabled and wonder if I can still compete. I worked until 2004.
I have a golden trophy can. Whooooo!
All you do is go to their site we found our can this weekend and already submitted pics and entered the drawing. It's simple.
I have a gold can and I also can figure out have to send need help
need to how to send z photo of Busch gold can
Who do I send my picture with trophy can to to enter sweepstakes
IPhone won the Busch Light gold cans and had no problem entering
Did you submit through website Busch.com or on Facebook?
I have a Bush Light gold can but don't have E-Mail I used my buddys. James Buck 7-2-16 in Kentucky.42539. Thanks.
I too cannot figure out how to enter