Bud Light launched a limited-edition alien beer pack for humans and aliens alike, in honor of the planned Area 51 storm, which 2.1 million Facebook users have said they’re participating in.
It all started when Bud Light tweeted in July, “Screw it. Free Bud Light to any alien that makes it out,” to which followers started asking how they can redeem their free beer. When one user replied asking for an alien can, Bud Light pledged to create the extraterrestrial-themed cans if the tweet received 51,000 retweets. The tweet fell just short of the goal, but Bud Light launched the product anyway.
Starting today, the aluminum cans featuring a green alien holding up the peace sign will be available for purchase in California, Nevada and Arizona.
Further intergalactic activations for the launch include Bud Light’s creation of an “alien-friendly” fridge that the brewer is staging in the VIP section of a club at the Luxor Hotel and Casino. Stocked with the new alien cans, the fridge is locked and can only be accessed via an alien finger scan. Guests 21 and over can enjoy the VIP experience from September 13-20.
Bud Light also created a line of limited-edition merchandise that matches the alien-themed cans which fans can purchase on Anheuser InBev’s online gift shop. Items from the collection include bomber jackets, doozies, shirts and a hat ranging from $100 or less.
The move to launch a campaign that didn’t exactly meet Bud Light’s Twitter strategy might not have been part of the company’s plan, but highlighting its ingredients always has been. In March, Andy Goeler, the vice president of marketing for Bud Light, told Campaign US that ads centered around the brand’s commitment to its four ingredients—barley, hops, water and rice—would form its strategy for the immediate future. Those four ingredients are listed in large font across the alien-themed beer pack.
In its annual 2018 report, Bud Light reported a 0.8 percent revenue decline and 2.5 percent volume decline in the US, but a 4.8 percent growth in global revenue. Still, Goeler admitted that the brand is in “a constant battle to try to hold our own and bring new customers into the franchise.”