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Budweiser Unveils Rise As One Global Marketing Campaign For 2014 FIFA World Cup Brazil™ Back to news

20th February 2014

INC084_05Av1_Budweiser_World_Cup_Logo_4colours_OLLondon – February 19, 2014 – With anticipation growing across the globe for the upcoming 2014 FIFA World Cup Brazil™, Budweiser today proudly revealed Rise As One, the brand’s global creative campaign on behalf of its sponsorship of the upcoming tournament.

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 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. 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 March 5th, 2014 and airing nationally on March 24th and May 24th 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.

In addition, Budweiser is proud to unveil its unique 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 forty 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 March 24th 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 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, comments: “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


NOTES TO EDITORS

Budweiser Scan to Win tickets to the 2014 FIFA World Cup™ are available on the following off trade packs:

10 x 440ml cans, 12x 440ml cans, 15x 440ml cans, 18x 440ml cans

6x 300ml basket pack

4 x 300ml bottles, 12x 300ml bottles, 15x 300ml bottles, 20x 300ml bottles, 24x 300ml bottles

4x 568ml cans

In the on trade scan a 1 x Budweiser 568ml pint glass or 1 x Budweiser 330ml bottle to enter

The 473ml limited edition gold aluminium bottle is available in selected on and off trade outlets

Price Mark Pack 6x300ml bottles £6.00 and in convenience channels from 10th March

To download the Budweiser App from 21st March visit:

App Store Link: https://itunes.apple.com/gb/app/budweiser/id484526767?mt=8

Play Link: https://play.google.com/store/apps/details?id=com.abinbev.budweiser.facup

To follow Budweiser for 2014 FIFA World Cup Brazil™ news and content also visit:

http://youtube.budweiser.co.uk

www.facebook.com/budweiseruk

For more information and imagery please contact the Budweiser UK press office at Mischief PR on 020 3128 6600 or [email protected]

Terms and conditions apply. Over 18s only. Purchase necessary except in NI.

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 2014 FIFA World Cup Brazil™, AB InBev will once again leverage its portfolio of beers around the world by extending local sponsorship rights to its leading brands in select football markets, including Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia), Hasseröder (Germany) and Beck’s (Italy), among others.

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Corona®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.

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