Anheuser-Busch InBev is pulling its “Fan Cans” promotions from communities across the country amid complaints from colleges that its new Bud Light cans — adorned in various university colors — promote underage drinking and infringe on trademarks. Officials are concerned the cans will be marketed to fans under 21, Janet Evans, a senior attorney for the Federal Trade Commission, told The Associated Press. Purple and gold Bud Light cans were recently put on store shelves in and around Baton Rouge. Anheuser-Busch launched the “Fan Cans” program to coincide with football season. The brewer, which was bought by Belgium-based InBev last year, told The Associated Press the cans have no college logos, names or other identifiers — just 27 color combinations.The program is nationwide, and the brewer’s wholesalers choose whether to participate. The company estimates half of its wholesalers are participating. Anheuser-Busch hasn’t provided figures regarding how many schools are involved. “Just because it’s purple and gold does not mean it’s approved by LSU. We didn’t sell [trademark] rights; we didn’t get money,” Brian Hommel, director of Trademark Licensing for LSU, told The Daily Reveille on July 30. Many schools have filed complaints about the cans. Chancellor Michael Martin said while LSU hasn’t filed a complaint about the cans, he signed a letter with other Southeastern Conference school leaders objecting to the cans. “I would prefer that Anheuser-Busch not put our colors on the can,” Martin said. But with other concerns like the recent influenza outbreak on campus, Martin said beer can colors aren’t high on his list of priorities. The chancellor said he is undecided if the marketing campaign will influence students to binge drink or drink underage. “I don’t know if that’s true or not,” Martin said. “I trust that the smart kids we have [at LSU] will choose to consume just the right amount of beer no matter what the color of the can is.” Industry regulations require at least 70 percent of an advertisement’s audience to be older than 21. Anheuser-Busch told the FTC the cans would be sold through retailers where purchasers must be 21 or older, Carol Clark, Anheuser-Busch vice president for corporate social responsibility, told The Associated Press.About 25 colleges represented by Collegiate Licensing Co. sent the brewer formal letters asking it to stop the program at their campuses, according to the company, which represents about 200 colleges and universities.The company would not name specific schools, but published reports cite the University of Colorado and the University of Michigan as among the objectors. “There’s so much underage drinking that already goes on,” said Morgan Etienne, English sophomore. “I don’t see what a purple and gold can is going to do to that. People will drink whether the can is purple and gold, white and blue, or blue and silver.” The Associated Press contributed to this report. —–Contact Kyle Bove at [email protected]
Company pulling fan color beer cans
September 3, 2009