Budweiser’s Black and White World Cup Ad Campaign Shows True Emotion

Budweiser has revealed a comprehensive FIFA World Cup 2014 marketing campaign as part of a strategic plan to fully exploit their status as the official sponsor.

The ‘Rise As One’ drive will be directed by a global ad campaign, which in the UK will run on TV and outdoors during the build-up to the summer tournament in Brazil.

Launching with online teasers next week (March 5th) with a full launch on 24th March, the black and white creative campaign will be themed around the united force of football.

 

Jennifer Anton, Budweiser UK Marketing Manager explained the motive behind the ad, “Budweiser has purposely taken the colour out of it to just focus on the people and their emotion. In a sea of colour, you will see a black and white campaign which is very unusual. Budweiser will stand out with this."

Budweiser estimates that the TV ad will run until July and be seen by approximately 43 million people, while the outdoor ad will cover a footfall of 12 million.

The company has also got a digital strategy in place that is set to capitalise on what Jennifer Anton said would we a “massive epic global event” on social. Anton highlighted the fact that since the last World Cup on 2010, Facebook has tripled its users from 400million to over 1.2 billion, while Twitter jumped from just over 1 million to 1 billion.

Budweiser has created the ‘Rise As One Series’ online content, which will portray how football unites countries across the world. A ‘Budlocator’ app will also be launched, allowing consumers to search for bars and pubs that stock Budweiser. A limited edition gold aluminium bottle featuring the World Cup Trophy is also being launched as part of the campaign activity. Also, the brand is launching an on-pack Scan to Win competition, which offers consumers the chance to win a variety of prizes including tickets to the World Cup.

During the last World Cup, beer and cider sales increased by 13.2%, making it the highest category increase. Budweiser has been the sponsor of the World Cup ever since 1996 and its current sponsorship with FIFA runs up to 2022. 

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