The rebranding process which will be part of a campaign titled America is in Your Hands will be effective from 23 May until the presidential vote in November. While the company said the move is aimed to "remind people... to embrace the optimism upon which the country was first built", it is seen as an effort to capitalise on the US election fever. Ricardo Marques, vice-president of Budweiser said: "Budweiser has always strived to embody America in a bottle."