Anheuser-Busch is releasing a series of 27 can designs for Bud Light featuring the colors of college sports teams, but the schools' reactions have been decidedly mixed, the Wall Street Journal reported Aug. 21.
The brewer contends that the promotion is aimed at legal-age drinkers and that the cans don't include any team logos. Some schools seem accepting of the idea, but others are calling on the company to stop the marketing campaign, saying it encourages drinking among college students — many of whom are under age 21.
Marketing materials accompanying the “Team Pride” campaign urge, “Show your true colors with Bud Light,” and state: “This year, only Bud Light is delivering superior drinkability in 12-ounce cans that were made for gameday.”
The Collegiate Licensing Co., which represents the NCAA, complained to Anheuser-Busch about potential trademark violations in the campaign, and at least 25 schools have asked that the promotion be dropped. The University of Michigan threatened legal action if the brewer attempts to sell maize-and-blue colored cans anywhere in the state, and Boston College, the University of Colorado, Oklahoma State University and Texas A&M have tried to prevent sales of the cans near their campuses.