Budweiser Rise As One Campaign 2014
As the official beer sponsor of the 2014 FIFA World Cup Brazil™, Budweiser has designed a holistic creative platform under the Rise As One thematic, which will serve to celebrate the moments that unite and inspire fans of the beautiful game around the world.
“While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion,” said Andrew Sneyd, Global Vice President, Budweiser. “With the Rise As One campaign, Budweiser celebrates the world’s favourite game and its role in inspiring fans to celebrate the moments that unite us as a global community.”
Budweiser is present in over 80 countries around the world, and Rise As One will have truly global reach as markets around the world bring it to life through a unified platform including new television and out-of-home advertising, as well as customised local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup™ related content through strategic media partnerships, the details of which will be revealed in the coming weeks.
Budweiser’s Rise As One campaign will be unveiled to a national audience with new TV spots teased online on March 5th, 2014 and airing nationally on March 24th and May 24th respectively, and supported by impactful out-of-home content, which will showcase the passion of fans across the world as they come together to celebrate the tournament.
In addition, Budweiser is proud to unveil its unique packaging for the tournament, featuring the iconic FIFA World Cup™ Trophy which, since 1974, has represented the pinnacle of football achievement and the unity of a team and an entire nation. The limited edition aluminium trophy bottle will be introduced simultaneously in more than forty countries, and will serve as the centrepiece of the brand’s packaging, which also includes limited edition glass bottles, cans and secondary packaging, which will also be available globally.
The campaign in the UK will start on March 24th with a national on-pack consumer promotion giving away the ultimate football experience, the opportunity to attend the 2014 FIFA World Cup Brazil™. Consumers will also have the chance to win other prizes through a number of routes, including scan to win and collect to win mechanics. The promotion will also be supported with feature and display in store.
As well as the national on-pack promotion, Budweiser will be bringing the FIFA World Cup™ experience closer to fans in the UK with tailor-made exclusives in leading multiple retailers, and experiential activities including viewing parties in the on trade. Budweiser UK will also be launching new pack formats for consumers, designed to make their shopping experience easier, with new with new easy-to-carry 18 can and six bottle packs.
The limited edition gold aluminium bottle will be available in selected on and off trade outlets across the country, featuring the iconic FIFA World Cup™ trophy. A limited edition FIFA World Cup™ can will also be available across multiples and convenience.
Tree Frog International and its sister company Smart Plus TV worked together with the Budweiser team across the UK in launching and marketing their Hero Bar campaign in over 60 locations across the UK.