BUDWEISER LAUNCHES THE WORLD’S FIRST FRIDGE FRAME IN NEW LIMITED-EDITION CAN CAMPAIGN

• Budweiser joins forces with legendary pop art artist Sir Peter Blake to launch limited-edition can
• World’s First Fridge Frame showcases collectable piece in London pop-up
• New DOOH campaign highlights the collaboration’s exclusive launch in Tesco stores

Budweiser, part of AB InBev, has joined forces with legendary artist Sir Peter Blake, the godfather of British Pop Art to launch an exclusive limited-edition can which doubles as a collectable piece of Pop Art.

Giving people the chance to own a piece of timeless art, the collaboration between the iconic American beer brand and Sir Peter Blake brings Pop Art to the hands of everyone in a new campaign. Just as the Pop Art movement made art accessible to all, Budweiser, brewed to be universally popular, has made high-quality beer available to all since 1876.

To unveil the new piece of art, Budweiser introduced the world’s first fridge frame at London’s Truman Brewery. The interactive exhibition displayed the limited-edition can as a work of art in all its glory, reminiscent of a museum exhibit while keeping the beer cool.

The interactive fridge frame experience was live in Shoreditch on Saturday 23rd and Sunday 24th March, where Budweiser offered beer lovers and art enthusiasts alike the opportunity to get their hands on the limited-edition can.  Encased in a simple black frame, allowing the design to capture the eye, the experience was complete with museum-appropriate security and a white glove service when handling the cans. People also had the chance to get their hands on one of 10 special hand-signed cans randomly given out throughout the weekend.

As the perfect vessel for Sir Peter Blake’s work, the Pop Art can’s beauty lies in its eye-catching simplicity, featuring Budweiser‘s iconic red bow tie logo, encompassed by the artist’s signature use of block colours and icons inspired by 1960s youth culture. The limited-edition can, available in Tesco supermarkets across the UK for a limited time only, is supported by Budweiser’s Digital Out of Home campaign which highlights the cans’ art credentials stating its ‘exhibition’ in participating stores.

Jessica McGeorge, Global Brands Director at Budweiser says “We’re proud to launch this iconic collaboration with the legend that is Sir Peter Blake, marking a fusion of his artistic excellence and our cultural legacy, allowing people to own a piece of Pop Art history while enjoying a smooth, refreshing Budweiser.

We are excited to invite beer lovers and art aficionados to come together and experience the Pop Art can, with the world’s first fridge frame.”

Budweiser is also allowing consumers to exhibit the collectable piece of art at home, giving people the chance to own their very own fridge frame, by registering their interest at budweiser.co.uk/sirpeterblakecollab

The fridge frame exhibition and tailored DOOH campaign were brought to life by Weber Shandwick UK in collaboration with Energy and Starcom. The limited-edition packaging was created in partnership with Sir Peter Blake and global branding agency Jones Knowles Ritchie (JKR)

Source: Jones Knowles Ritchie

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