Beverage Industry

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.