Budweiser gears up for World Cup with new campaign
AB InBev has unveiled a global marketing campaign for its Budweiser brand ahead of this summer’s football World Cup, in a bid to gain a slice of the estimated 13.2% volume boost in beer and cider that the tournament will bring.
The Rise as One campaign will kick off with a TV ad and a promotion giving consumers the chance to attend matches in Brazil.
In the on-trade, drinkers will be able to scan a special Budweiser glass or bottle via a free-to-download app for a chance to win tickets and other prizes.
In addition, Budweiser has unveiled a new look for the duration of the tournament, featuring the iconic FIFA World Cup trophy.
The company will also run a number of activities such as viewing parties in the on-trade throughout the tournament.
UK marketing manager Jennifer Anton said: “Our Rise as One campaign will not only offer the most amazing prizes for World Cup experiences in Brazil but will also excite fans here at home to come together to celebrate.”
