Before Trump had officially declared his candidacy, Budweiser launched the “America Is In Your Hands” campaign on May 23 in hopes of engaging in the political conversation. Not only was this goal quickly achieved, but further speculation and discussion was sparked over the marketing ploy, which featured a major redesign of its 12-ounce bottles and cans.
The new design replaces the Budweiser name with “America,” and swaps out other text on the products with lyrics from patriotic songs such as “The Star Spangled Banner” and “America the Beautiful.” They even went as far to incorporate the U.S. motto “E Pluribus Unum.”
When the campaign was announced in early May, the presumptive 2016 Republican nominee took credit for the “America” name change. “They’re so impressed with what our country will become that they decided to do this before the fact,” he told Fox and Friends over the phone. Within the first 48 hours of the campaign announcement and Trump’s interview with Fox, Budweiser received more than a billion impressions on news and social media, according the The New York Times.