Budweiser Conceals Music Magazine In Beer Packaging To Reminisce Days Of Print

American-style larger Budweiser has recently rolled out a series of creative campaigns across the globe, such as “tiny products” that make space for beers at get-togethers and an electricity-free fridge based on ancient cooling techniques.

Now, the brand has set its sights on spotlighting emerging artists in Columbia by bringing print media back, this time in the form of an old-fashioned, monthly music magazine titled Bud Mag, which will be hidden within its 12-pack packaging.

The print magazine, which the brand said was not too long ago the main way music enthusiasts discovered new artists, will launch with a debut issue on 100,000 12-packs. The idea was developed in collaboration with creative agency Wieden+Kennedy Sao Paulo and Rolling Stone.

This issue of Bud Mag will promote four rising Colombian artists—Nath, Kapo, Benú, and Sai—hoping to propel them and their talent to the national stage. Within the “pages” of the magazine, fans will find Spotify codes linking directly to these artists’ pages. 

Bud Mag will be available throughout Colombia in grocery stores and on delivery platforms.

[via Muse by Clio and Shots, images via Budweiser Colombia]