Glow in the Night Budweiser 66 Limited Edition 2020

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Derrick Lin


Agency: BridgerConway
Packaging Director: Fernando Arendar
Graphic Designer: Emiliano Ocantos
Account Director: Catalina Llambias
Copy Writer: Ignacio Jauand
Location: Argentina
Project Type: Produced
Client: Budweiser
Product Launch Location: Paraguay
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle
Printing Process: Special Inks

Bud 66 consumer spirit was the inspiration to create the brand’s new limited edition in Paraguay, with a series of bottles printed with fluorescent ink. This graphic resource allowed Bridger Conway to design an innovative idea that is directly linked to Bud66 target.

“Based on the fact of how consumers behave at night, we came up with ‘Glow in the night’ concept”, explains Fernando Arendar, Packaging Director of Bridger Conway. “Inspiration came from how young generations reveal their truly and unique essence and night mood when they are surrounded by the dark. It appeals to those who are willing to push their limits and express what makes them exceptional without fear of being judged”, he added.

The idea was communicated through allusive and original phrases such as ‘The bright side of the night’ and ‘Reveal yourself”. They were printed at the bottle’s neck labels and can only be read when lights turn off, thanks to fluorescent ink magical effect.

“Bud 66 has always been an innovative and evolving brand, and we must be creative and think fast to move along with this philosophy”, stated Arendar.

The new limited edition coexists with the current Bud 66 product line, at the time it’s aligned with Budweiser’s brand essence. It was launched in Paraguay through an integrated campaign which highlights the bottle’s innovative design and concept.