Budweiser energizes football fans with most ambitious beer
delivery ever, as drones drop Budweiser in the hands of football
fans worldwide, and launch of first-ever, noise-activated Red Light
Cups
NEW YORK, May 8, 2018 /PRNewswire/ -- Today, Budweiser, the
Official Beer of the FIFA World Cup™, unveiled its new global
campaign, "Light Up the FIFA World Cup™," which
encapsulates the unparalleled euphoric energy of the world's
biggest sporting event and Budweiser's passion for energizing fans
as they watch and celebrate their favorite players, moments and
teams throughout the tournament. Major highlights of the campaign
include global advertising featuring the largest beer delivery to
date, the deployment of eight million noise-activated Red Light
Cups that light up in response to fan cheering, and a variety of
integrated experiential, digital and social programs launching in
more than 50 countries.
"As the most watched sporting event on the planet, the FIFA
World Cup™ is the ultimate opportunity for Budweiser, the world's
most enjoyed beer, to connect with billions of passionate football
fans globally. Our campaign is the largest in our company's
history, and it demonstrates how we are bringing together fans from
around the world over beer and their shared passion for football,"
said Miguel Patricio, CMO,
Anheuser-Busch InBev. "Our campaign captures the celebratory,
upbeat and premium experience of the Budweiser brand and fans will
continue to see this come to life through our ongoing activations
for the 2018 FIFA World Cup™."
Elements of our campaign to capture and engage fans around the
euphoric energy of the FIFA World Cup™ include:
Global Advertising Campaign
Budweiser's global advertising campaign, "Light Up the FIFA World
Cup™," highlights the most ambitious beer delivery ever through a
variety of creative executions, including :15, :30 and :90 ads,
that show how Budweiser is upping the energy levels of fan's
football celebrations worldwide as the Official Beer of the 2018
FIFA World Cup™.
The commercial spotlights the journey of thousands of drones as
they carry Budweiser from the St.
Louis brewery and head for Moscow with the ultimate goal of delivering a
stadium full of fans with their very own Budweiser. The spot
culminates with fan cheers activating Budweiser's Red Light Cups
throughout the stadium, showing the energy and excitement of fans
at the FIFA World Cup™.
Additionally, the longer form :90 spot features the heroic
adventure of Bud 1876, the underdog drone, overcoming a dramatic
series of obstacles as it flies over multiple cities around the
world – from Shanghai to
Rio de Janeiro – to make a
triumphant arrival at Luzhniki Stadium in Moscow. Bud 1876 delivers a Budweiser to the
lone beer-less fan in the stadium, capping an emotional and
euphoric journey to resonate with football fans around the
world.
The advertising campaign will run in more than 50 countries
around the world, across television and digital channels. Fans are
encouraged to engage with the "Light Up the FIFA World Cup™"
campaign through Budweiser social channels.
Red Light Cups
The true star of the "Light Up the FIFA World Cup™" campaign is the
Budweiser Red Light Cup which embodies and responds to the euphoric
energy of fans watching the tournament. Unlike any other FIFA World
Cup™ cup that has come before, the Budweiser Red Light Cups will be
noise-activated, lighting up to visibly display fans' excitement
and energy with increased frequency as their cheering and clapping
gets louder to match the action on the pitch.
More than eight million cups will light up in 50+ countries
throughout the tournament. For fans in Russia, every beer purchased at official 2018
FIFA World Cup™ stadiums will be served in a Red Light Cup, and for
fans around the world, the Red Light Cups will be featured at each
of Budweiser's global viewing parties and events and available with
purchase of special Budweiser packs. There will be more than 70
variations of the cup, including cups for every match throughout
the tournament and in a variety of languages.
Media Webcast
Budweiser will be hosting media webcasts today at 5:00amET and 10:00amET with Global Marketing Executives to
walk through the campaign and answer questions. Please register
here (5:00amET) and here
(10:00amET).
Budweiser will be announcing additional details of its "Light Up
the FIFA World Cup™" campaign in the weeks leading up to the
tournament, and in particular, new ways that fans can continue to
engage with the campaign from anywhere in the world.
About Budweiser & Football
Budweiser has a strong commitment to football globally, having
served as official beer sponsor of the FIFA World Cup™ for over 25
years, and with an ongoing commitment through the 2018 and 2022
tournaments.
While Budweiser will serve as the official beer of the 2018 FIFA
World Cup Russia™, Anheuser-Busch InBev will leverage
its high-quality portfolio of beers around the world by once again
extending local sponsorship rights to its leading brands in select
football markets, including, but not limited to, Brahma
(Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The
Netherlands), Klinskoe (Russia), Hasseröder (Germany) and Beck's (Italy), among others.
About Budweiser
Budweiser, an American-style lager, was introduced in 1876 when
company founder Adolphus Busch set
out to create the United States'
first truly national beer brand – brewed to be universally popular
and transcend regional tastes. Each batch of Budweiser stays true
to the same family recipe used by five generations of Busch family
brewmasters. Budweiser is a medium-bodied, flavorful, crisp and
pure beer with blended layers of premium American and European hop
aromas, brewed for the perfect balance of flavor and refreshment.
Budweiser is made using time-honored methods including
"kraeusening" for natural carbonation and Beechwood aging, which
results in unparalleled balance and character.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI)
based in Leuven, Belgium, with
secondary listings on the Mexico
(MEXBOL: ANB) and South Africa
(JSE: ANH) stock exchanges and with American Depositary Receipts on
the New York Stock Exchange (NYSE: BUD). Our Dream is to bring
people together for a better world. Beer, the original social
network, has been bringing people together for thousands of years.
We are committed to building great brands that stand the test of
time and to brewing the best beers using the finest natural
ingredients. Our diverse portfolio of well over 500 beer brands
includes global brands Budweiser®, Corona® and Stella Artois®;
multi-country brands Beck's®, Castle®, Castle Lite®, Hoegaarden®
and Leffe®; and local champions such as Aguila®, Antarctica®, Bud
Light®, Brahma®, Cass®, Chernigivske®, Cristal®, Harbin®, Jupiler®,
Klinskoye®, Michelob Ultra®, Modelo Especial®, Quilmes®, Victoria®,
Sedrin®, Sibirskaya Korona® and Skol®. Our brewing heritage dates
back more than 600 years, spanning continents and generations. From
our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the
Anheuser & Co brewery in St.
Louis, US. To the creation of the Castle Brewery in
South Africa during the
Johannesburg gold rush. To
Bohemia, the first brewery in
Brazil. Geographically diversified
with a balanced exposure to developed and developing markets, we
leverage the collective strengths of nearly 200,000 employees based
in more than 50 countries worldwide. For 2017, AB InBev's reported
revenue was 56.4 billion USD
(excluding JVs and associates).Visit us @ www.ab-inbev.com Like us
@ www.facebook.com/ab-inbev Follow us @
www.twitter.com/abinbevnews
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