Growing up in the suburbs of Chicago, the international music festival Lollapalooza, which makes a stop each year at Grant Park in Chicago, is an event that always has excited locals and drawn tourists from throughout the country.

This year, the festival, which took place July 28-31, celebrated its 25^th anniversary of coming to Grant Park. To help consumers celebrate the milestone, Bud Light, an annual sponsor of the event, took its festival activation a step further. It embraced the Chicagoland tradition by launching limited-edition, 16-ounce Lollapalooza anniversary cans, which were available only in the Chicago market and on-site at Lollapalooza.