Oh my heck!
The advertisements for Budweiser’s new Utah-themed beer will poke fun at how residents swear.
On April 5, Utah became the first state in the U.S. to have a specially designed Budweiser bottle. The product is available in Salt Lake City through May 7 and has a red, white and blue label, which says “This Bud’s for U-tah.” It includes scenes of iconic Beehive State places, including Delicate Arch, the Wasatch Mountains and the Capitol.
In-store ads will include classic phrases Utahns like to use — instead of cuss words — like “Holy Shizz,” “Oh My Heck” and “Frick Yeah.”
“The Beer Utah Swears By,” the company said in a news release, celebrates “the famously charming way of speaking and more specifically swearing that Utahns have.”
Last August, Anheuser-Busch InBev, which owns Budweiser, launched an ad campaign to make Budweiser the official beer of the Beehive State. Back then, the proposed can label included the Salt Lake Temple. But the sacred building is not included on the actual product that’s now available.
The Utah Department of Alcoholic Beverage Control typically does not approve labels that disrespect groups and entities — in this case, The Church of Jesus Christ of Latter-day Saints, the state’s predominant faith, which teaches its members not to drink alcohol.
As part of the push, Budweiser will place “swear jars” at certain stores. For each “swear” purchased, a donation will be made to the Utah Clean Water Partnership to help tidy up local waterways “while cleaning up your mouth.”
Budweiser also is launching a Swear, Sip and Ski promotion, offering anyone in the U.S. an opportunity to scream profanities while on the top of a Utah scenic mountain. To enter. follow @BudweiserUSA, and comment with the hashtags: #BudUtahSwearsBy #Sweeps.
The winner and a friend will get a helicopter ride to the top of a mountain to swear their hearts out in a “judgment-free zone,” as well as a two-night stay at Snowbird and a cash prize.