Budweiser has revealed its wide-reaching ‘Rise as One‘ marketing campaign for the 2014 FIFA World Cup in Brazil.
The “global reach” campaign will feature TV adverts, out-of-home (OOH) advertising as well as customised local market activations with a strong emphasis on social media. Budweiser say the TV ad, which runs until July, will be seen by 43m people while OOH covers a footfall of 12m.
Teaser “emotional black and white” TV spots will shown online on 5 March and will air nationally on 24 March and 24 May.
A limited edition aluminium trophy bottle will serve as the centrepiece of the brand’s packaging as well as limited edition glass bottles and cans. In UK supermarkets, consumers will be able to take a multipack of Budweiser to the till and exchange it for one full of chilled bottles on selected match days.
It will also use retailers to promote a Crystal Maze-style experiential game where players have to catch prizes in a container of floating balls.
Budweiser has sponsored the World Cup since 1996 and its current sponsorship deal with Fifa runs up to 2022.
Meanwhile, Fan Ink has acquired the official FIFA 2014 Brazil World Cup license to produce novelty fan products such as foldable hats, tattoo sleeves and head bandanas.
Budwieser sales in the US have declined by more than 25 per cent over the past five years – equivalent to over than 4.8m barrels – as whiskey and wine sales continue to rise.