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

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New easy carry pack

New easy carry pack

Budweiser has unveiled ‘Rise As One’ as the brand’s global creative campaign for its sponsorship of the upcoming 2014 FIFA World Cup Brazil.

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 it claims 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, the company claims. 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 5 March 2014 and airing nationally on 24 March 2014 and 24 May 2014 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.  

Limited edition trophy bottle

Limited edition trophy bottle

In addition, Budweiser is unveiling its new 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 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. 

The campaign in the UK will start on 24 March 2014 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 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.

Jennifer Anton, Budweiser UK marketing manager, said: “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. Budweiser is encouraging the UK and the world to Rise as One and share in our passion for the world’s greatest football tournament.”

For more details, visit www.riseasone.com and http://www.facebook.com/BudweiserUK