Budweiser Unveils Global FIFA Cup Creative: ‘The World Is Yours To Take’
Thursday, September 15, 2022 at 04:29PM By Barry Janoff
September 15, 2022: Anheuser-Busch brand Budweiser is tapping into the energy of the upcoming FIFA World Cup Qatar (Nov. 10-Dec. 12) with a multi-platform campaign, “The World is Yours to Take.”
The effort is anchored by an extended spot featuring Lionel Messi, Neymar Jr. and Raheem Sterling and a “diverse group of fans making their way through the player’s tunnel with conviction toward the FIFA World Cup pitch.”
The spot, played out to “Everybody Wants To Rule The World” by Tears For Fears, will appear on broadcast, digital, social media and in-stadium.
Budweiser, a global FIFA partner, said the effort would encompass more than 70 countries, calling it “the most in the brand’s 146-year history.”
“As sponsor of the FIFA World Cup for more than 30 years, we wanted to capture the infectious global energy of football fans everywhere to encourage people to find the conviction to go for greatness, no matter what the journey to get there might look like,” Todd Allen, global vp-marketing for Budweiser, said via the brand.
“Determination to overcome challenges in the name of achieving greatness, like we’ve seen countless times from Messi, Neymar Jr., and Sterling, is an inspiration to us and to fans around the world.
“We hope our new campaign reminds fans that no matter what stands in your way, the world is yours to take.”
“The World is Yours to Take” is an evolution of Budweiser’s “Yours to Take” platform launched earlier this year.
The overall campaign also includes the opportunity to win match tickets (by scanning QR codes found on limited-edition Budweiser bottles and cans), attending BUDX FIFA Fanfest watch parties, on-site activations and musical performances at the Budweiser Hotel and NFTs that commemorate the World Cup.
In addition, Budweiser said it plans to deliver “cold beer to fans in under 30 minutes (in select markets where available) before match kick-off “ and create unique activations with retail partners through the BEES digital platform in more than one million locations where Budweiser is sold.
The Budverse x FIFA World Cup NFT Collection will be available to consumers of legal drinking age via two different token types at launch: the Budweiser Live Scoreboard and the Budweiser World Cup 360 Experience.
Lead agency is Wieden+Kennedy.
FIFA global World Cup partners include adidas, Coca-Cola. Hyundai/Kia, Qatar Airways, Qatar Energy, Visa and Wanda Group.
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