Busch Beer, and more specifically Busch Light, is a perfectly crafted brand from top to bottom that knows its customers well. How many of you are going “Buschhhhhhhhhhhhhhh” in your head right now? That’s good marketing. They know their base so well in fact that my Perfectly Flawed Marketing Plan is merely an extension of what they have already conspired to do. Make their beer collectible, and not only collectible, but applicable to its customer base at an almost alarmingly specific level. So let’s crack some Busch Latte’s and you too can join me in the Busch Beer TCG. 

The Plan

Deep in the Appalachian Mountains coursing through central Pennsylvania, my hands shivered in the freezing cold of mid-day January. A shotgun in one hand and a Busch Light in the other (I do not condone drinking and shooting at the same time, please exercise caution while wielding firearms) I was two rounds deep into the Winter Round Up. Hosted by my soon to be brother Vince Bruno, we had just spent the last four hours shooting clays and generally having a good time with corn cans in hand. And almost like divine visitation an idea spawned in our heads simultaneously, Busch needs more collectible cans!

Introducing the Busch Beer TCG (Trading Can Game), a delightful new spin on the classic collectible card games we all know. Heavily inspired from when I found myself compelled to buy the new fish cans from Busch, this idea looks to capitalize on FOMO and the desire to possess full collections.  Busch has already created corn cans, fish cans, tractor cans, and camo cans so the infrastructure is there. I say we start with fish cans and grab local fish decals from every state and scatter them throughout cases across the nation. Pushing corn cans a step further results in different crops being featured on cans as well, which obviously leads into holiday theme cans. Can you say pumpkins? In the initial launch, we must include some sort of Willy Wonka-esque Golden Can to generate hype and intrigue. Have the finder/winnner wina  full collection of cans and visit to factory etc. 

Various other collectible Busch can ideas: 

• State themed cans 
• Team cans 
• Local dive bar cans 
• Diner cans 
• Gun cans 
• Honestly the list goes on and on

Objective: Capitalize on the already strong base of loyal customers by introducing a variety of collectible cans. This plan encompasses all stages of the marketing funnel allowing for unique implementation and attack. Adds an element of fun and collection-building to the base.  

Audience: New, current, and existing customers with loyalty to the brand or susceptible to the FOMO of collectible media. Potential snag being marketing as a game could lead to backlash as it targets a younger audience. Must keep messaging tight and focused to avoid.  

What Problems are we Solving: Solidifying our hold on the beer market. Enticing further loyalty from current customers, and making waves to potential new customers with marketing outreach.  

Target market: New and existing customers who enjoy both beer and the collecting aspect. Collectors of all shapes and sizes could be drawn to this, I mean remember Beanie Babies. 

Competitor Analysis: Initial research suggests that while other companies do offer specialized (collectible cans) none so to the point as ours. This is a fresh market opportunity that we need to capitalize on and corner.  

Current Offerings: Current specialized can decals are already rampant and making an impact on sales. This is the crux of the idea.  

Launch Planning: Let’s begin with a soft launch to five states with different fish available upon cans in cases. Bluegill, Carp, Northern Pike, Rock Bass, and Walleye. Pending initial results, further with the next wave.  

Messaging: Busch Beer fish cans, now featuring your favorite, local angling targets. Get limited edition Walleye, Northern Pike, Rock Bass, and Bluegill cans today. Available now in Pennsylvania, Ohio, New York, Delaware, and New Jersey. Comment your favorite fish and it may just be on our next wave of collectible cans!  

Next Steps: Find artists to develop new can decals (use of existing ones optional). Create a deal with can producer/distributor to maximize output, efficiency. Solidify messaging with marketing and PR.

The KPI’s

Case Sales 

Specific case sales 

Demographic sales 

Social engagement/social cover

Tweets, posts, etc. from customers/audiences 

Total revenue generated vs decal revenue generated in target area  

Sign ups for digital record of collection  

Can decal suggestions from customers 

Can decal requests

The Flaws

There probably isn’t an actual need for a product expansion of this size in the beer market if I’m being completely honest. The current offerings (and whatever data they have) could indicate that specialized cans sell at expected rates comparatively. I just think it would be fun to fill my beer fridge with 40 different cans of Busch and Busch Light.   

Does this satisfy a need? 

Only for the most loyal of customers and potentially a subconscious, or physiological need for those who must collect entire sets. I imagine the current specific decal cans satisfy all the needs Busch would designate, but that’s why these are fun. Let’s throw a ton of budget at this idea and see where it takes us. While not as grandiose as The IKEA Games, turning Busch beer cans into a collectible game seems like a surefire way to rile up your customer base. Not only that, but it would bring a ton of intrigue to those who don’t have a favorite domestic beer, not to mention college kids. 

Does this appeal to current customers?  

Yes, current sales indicate that our customers do love the corn, camo, tractor, and fish cans. So leaning into the collectible can idea would yield positive results.  

Is this the best use of their budget?  

Of course not. Busch doesn’t particularly need help selling their beer. This is more of a fun and innovative way to reward loyal customers whilst also appealing to new ones. A marketing slam dunk if you will.

An Ending Note

If this reads more like an appeal than a marketing plan, I apologize. I thought it would be fun to push for more collectible cans as it’s such a simple and rewarding idea for loyal customers. I can’t explain why I have this need to buy cans that are moderately different than others but here I am staring at my beer fridge with four different Busch Lights in it. I will say in my Reserarch phase, the Busch website is an absolute masterclass on a marketing/content department knowing their audience.

Going to plug Busch Barns here, as I absolutely love this marketing/branding initiative. Advertise Busch on your free-standing structure today! 

Busch Barnboards | Busch Beer

Honestly the entire website is a gong show for how to attain customer loyalty. Speaking of loyalty, they’ve got a rewards program and heck, I find myself itching to sign up cause I’m only 65,000 points away from the neon Budweiser sign which would absolutely tie my office together in a neat beer-flavored bow.   Do yourself a favor and peruse over there and get a taste of marketing done with passion, and no filler. Dirty dangles.