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Budweiser unveils ‘Rise As One’ campaign for 2014 FIFA World Cup Brazil

Friday February 21, 2014 at 1:51pm
Budweiser will launch a national on-pack promotion in the UK on March 24th 2014, offering consumers the chance to win trips to the 2014 FIFA World Cup in Brazil this summer. 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. The UK promotion is a part of Budweiser’s new Rise As One global creative campaign backing its sponsorship of the upcoming tournament. 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. Budweiser is present in over 80 countries around the world, and Rise As One will have 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 in the UK through TV teaser ads posted online on March 5th 2014 and then airing nationally on March 24th and May 24th. They will be 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. Budweiser has also created unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy. A limited edition aluminium trophy bottle will be introduced simultaneously in more than 40 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. As well as the UK 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. 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. Jennifer Anton, Budweiser UK marketing manager, comments: “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. 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.”
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