The AB–InBev brand is the official beer sponsor of the football tournament. The brand says it 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 global vice president Andrew Sneyd said: “While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion.
“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,” he said.
Budweiser is available in more than 80 countries and the company says 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.
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 online on March 5 and airing nationally on March 24 and May 24 respectively, and supported by out-of-home content, which will showcase the passion of fans across the world as they come together to celebrate the tournament.
Budweiser has unveiled its special packaging for the tournament, featuring the iconic World Cup. The limited edition aluminium trophy bottle will be introduced simultaneously in more than 40 countries, and will be the centrepiece of the brand’s packaging, which includes limited edition glass bottles, cans and secondary packaging.
The campaign in the UK will start on March 24 with a national on-pack consumer promotion giving away the opportunity to attend the World Cup in Brazil. Consumers will also have the chance to win other prizes, including scan-to-win and collect-to-win mechanics. Budweiser says it will bring the World Cup experience closer to fans in the UKwith tailor-made exclusives in leading multiple retailers, and viewing parties in the on trade. Budweiser UK will also be launching new pack formats for consumers 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 World Cup trophy. A limited edition World Cup can will also be available across multiples and convenience.
Budweiser UK marketing manager, Jennifer Anton, said: “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,” she said.