Whenever there happens to be a mention of packaging, more often than not, we think of what is on the outside. However, at times, what really matters is what’s on the inside, and beverage behemoth Budweiser is proving just that. This mighty brand of beer has recently worked with Wieden+Kennedy, an advertising agency, on creating packaging for beer with a music magazine hidden within.
This exclusive packaging went on to debut in Columbia and happens to be a part of Budweiser’s initiative to push up-and-coming musicians across the Latin American music landscape. The first issue, if that is what it may well be called, has been created in collaboration with the Rolling Stones and goes on to feature Nath, Benu, Kapo, and Sai, the four Columbian artists.
The design happens to be editorial in style, although it still feels in sync with the Budweiser brand. The red printing happens to be an homage to Budweiser’s colour palette, and the stylistic typography gives a feel of the Rolling Stones aesthetic. This packaging campaign was created alongside a short-animated film by Cesar Brandao, which goes on to share an artist’s dream that needs to be featured in the print magazine, thereby continuing the essence of the brand’s musical movement and its impact.
It is well to be noted that turning packaging into a zine happens to be a pretty nifty way to help folks get introduced to new music, and who knows, it might be that kind of move that will go on to spark up a joyful nostalgia of a kind across all the adults who were used to reading the back of cereal boxes when having their breakfast.