Beverage News / Beer

Budweiser reveals ‘Rise As One’ 2014 FIFA World Cup campaign

Beer campaign includes TV ads, special-edition packaging

February 19, 2014

In anticipation of the upcoming 2014 FIFA World Cup Brazil, St. Louis-based Anheuser-Busch’s Budweiser brand revealed “Rise As One,” a global creative campaign on behalf of its sponsorship of the 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” theme that will serve to celebrate the moments that unite and inspire fans around the world, according to the brand.

"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 of Budweiser, in a statement. "With the ‘Rise As One’ campaign, Budweiser celebrates the world's favorite game and its role in inspiring fans to celebrate the moments that unite us as a global community."

“Rise As One” will launch in the United States on March 5, when the first of multiple new TV spots premieres. The TV ads will be supported by out-of-home content that showcases the passion of fans across the world as they come together to celebrate the tournament, according to the brand.

In addition, the global campaign will reach the more than 80 countries where Budwesier is sold through a unified marketing platform that includes new TV and out-of-home advertising. The campaign also will include customized local market activations and initiatives to engage fans in-store, online and across social channels, the brand says. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup-related content through strategic media partnerships. The details of this media initiative will be revealed in the coming weeks.

Budweiser also unveiled special-edition packaging featuring the FIFA World Cup Trophy for the tournament season. The limited-edition aluminum trophy bottle will be introduced in more than 40 countries and will serve as the centerpiece of the brand's “Rise As One” packaging, which also includes limited-edition glass bottles, cans and secondary packaging that will be available globally.

For more information about “Rise As One,” visit www.riseasone.com and www.facebook.com/budweiser.
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Wine Riot - Chicago

Second Glass hosted Wine Riot in Chicago on May 2 and 3. Wine Riot offered attendees an all-access pass to hundreds of new wines as well as multiple educational sessions about different wine styles and varietals. (Photos by Jennifer Haderspeck)

6/25/14 2:00 pm EDT

Crafting growth: A look into the bourgeoning craft beer market

Learn how the beer segment is performing and where it is heading, what to consider before expanding your markets and innovations that are captivating consumer audiences.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI July 2014 cover

2014 July

The July 2014 Beverage Industry includes a cover story on the 2014 State of the Industry, as well as articles about PepsiCo Americas Beverages, Rooibee Red Tea kids line, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px