Budweiser Publishes A Music Magazine Inside Its Packaging
by Chloe Gordon on 05/09/2023 | 1 Minute Read
When we think of packaging, we often think of what's on the outside. Yet, sometimes it's what's on the inside that matters, and Budweiser is proving how. The powerhouse beer brand recently worked with ad agency Wieden + Kennedy on creating beer packaging with a music magazine hidden within.
The special packaging debuted in Columbia, and is a part of Budweiser's initiative to support up-and-coming musicians in the Latin-American music scene. Created in collaboration with Rolling Stone, the first "issue" features four Colombian artists: Nath, Kapo, Benú, and Sai.
The design is editorial in style while still feeling true to the Budweiser brand. The red printing is an homage to the brand's color palette, while the stylistic typography leans into Rolling Stone's aesthetic. The packaging campaign was also developed alongside an animated short film by Cesar Brandao that shares artists' dreams to be featured in print magazines, continuing the brand's musical movement and impact.
Turning your packaging into a zine is a pretty nifty way to introduce folks to new music, and it might even be the kind of move that will ignite a sense of joyful nostalgia in adults that used to read the back of cereal boxes during breakfast.