Lately, we have been seeing how variety and customization is playing an integral role in packaging across the food and beverage sector, especially as big brands are trying to compete against smaller brands who have caught the eyes of millennials who crave differentiation.

As we approach Super Bowl, Bud Light is jumping on the bandwagon by debuting a new bottle designed to see how “Up for Whatever” its fans really are. This is all part of the ongoing “The Perfect Beer for Whatever Happens” campaign that launched at the 2014 Super Bowl.

During the sporting event, the beer brand plans to promote the new campaign that will eventually feature more than 100 different messages scrolled on the labels. The bottles will keep the current Bud Light logo and colors, but each label will have a phrase that promotes Bud Light as the "perfect beer" for spontaneity.

For example, one bottle will be described as “the perfect beer for leaving your comfort zone in another time zone." Others will describe themselves as "the perfect beer for taking off the blindfold and showing that piñata who's boss." The first run of unique "Up For Whatever" bottles will have more than 47 different such messages.  

"Our fans will truly need to be 'Up for Whatever' when they're enjoying a Bud Light out on the town," says Alex Lambrecht, vp of Bud Light. "We think they'll have fun doing the ideas printed on our bottles. And people who prove themselves to be 'Up for Whatever' may just end up in a Bud Light ad somewhere, or enjoying a completely unexpected, unforgettable experience."