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POP Goes the Packaging! Budweiser Taps Artist Peter Blake for New ‘Pop Art’ Can
In an inspired fusion of art and refreshment, the King of Beers is raising a toast to the boundless branding opportunities that art licensing can offer food and beverage companies.
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Budweiser’s recent collaboration with pop artist and ARS member Peter Blake illustrates how arts licensing can transform ordinary product packaging into a powerful marketing tool that drives consumer demand. For brands in the highly competitive Food and Beverage space, leveraging iconic artistic styles can be a game-changer for captivating consumers and elevating product offerings above the fray.
Here’s why exploring licensing opportunities with celebrated artists is a strategy worth considering:
Be an Attention-Grabber
With eye-catching visuals that command a second look, incorporating iconic artworks onto product packaging can elevate a brand from overlooked to obsession-worthy. Leveraging the power of celebrated artists’ distinctive styles creates an unmistakable presence on shelves, stopping consumers in their tracks and sparking curiosity about the brand behind the captivating design.
Increase Value with Limited-Editions Runs
Limited-edition products featuring licensed artworks can tap into the collector’s market, creating a sense of exclusivity and driving consumer demand. These special releases can generate buzz, foster brand loyalty, and potentially command premium pricing.
Experiential Marketing Opportunities
Artistic collaborations can open doors to immersive, experiential marketing opportunities. The Blake cans, for example, were launched at a streetside exhibition in Shoreditch, London alongside an unveiling of world’s first “fridge frame.” F&B brands can create pop-up installations, interactive exhibits, or branded events that incorporate licensed artworks, providing consumers with unique and memorable brand experiences.
Expand Your Audience
One might not immediately associate a beer brand with the artist behind the the cover of The Beatles’ Sgt. Pepper’s Lonely Hearts Club Band. By thinking outside the box, you can appeal to a different customer base.
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.”
Standing out on crowded shelves is a constant challenge, but the Budweiser-Blake collaboration shows there’s an appetite for artistic flair in the food and beverage world. The potential is there – just reach out to ARS and we’d be happy to explore how art licensing can elevate your product’s packaging into a gallery-worthy masterpiece.
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