Budweiser to celebrate World Cup in on-trade


world cup budweiserA new limited-edition bottle is to be launched for Budweiser to tie in with the brand’s sponsorship of the 2014 FIFA World Cup in Brazil.

Featuring the World Cup trophy, the 473ml aluminium bottle will be introduced simultaneously in more than 40 countries, and will serve as the centrepiece of the brand’s packaging which also includes a limited-edition pint glass.

It is part of a global creative campaign for Budweiser under the theme of “Rise As One”, based on the idea of celebrating “the moments that unit and inspire fans” of football around the world.

In the UK, it will include “experiential” viewing parties in the on-trade as well as off-trade promotional activities led by an on-pack promotion with the top prize of a trip to see the World Cup in Brazil.

In the on-trade, the on-pack promotion will run on 568ml pint glasses and 330ml bottles, requiring people to scan a code using their smartphone with a special app that will be available for download from March 21.

Two TV ad campaigns will kick off on March 24 and May 24, with teasers going online from March 5, supported by outdoor advertising.

Jennifer Anton, Budweiser UK marketing manager, said: “Our Rise as One campaign will not only offer the most amazing prizes for FIFA World Cup experiences in Brazil but will also excite fans here at home to come together to celebrate, whether at a viewing party in a local bar or a party with friends at home.

“Budweiser is encouraging the UK and the world to Rise as One and share in our passion for the world’s greatest football tournament.

“Every four years, the FIFA World Cup brings football fans around the world together to unite in celebrating the beautiful game. As a long-standing sponsor, Budweiser is proud to be able to bring the 2014 FIFA World Cup Brazil closer to fans in the UK.


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