Budweiser Launches ‘rise As One’ Campaign

Budweiser has revealed its sponsorship campaign for the 2014 FIFA World Cup in Rio, which will be spearheaded by a television campaign launched in March.

The ‘Rise As One’ marketing campaign aims to inspire and unite fans ahead of the showpiece tournament and will include print and outdoor marketing as well as specially branded Budweiser bottles.

Jennifer Anton, marketing manager at Budweiser, said in a media interview: ‘What we’re trying to do from a marketing perspective is really connect with consumers all around the world in this moment of celebration. Our TV and out-of-home creative is unified and will be used around the world. We have focused a lot on how we activate our TV commercials in-game. to make sure that we are advertising in a lot of the matches.’

The launch follows the announcement earlier this month that the beer brand would not be renewing its sponsorship of the FA Cup at the end of the season, ending its £9 million-a-year association with football’s oldest competition, to reportedly focus on its deal with FIFA to sponsor the next three editions of the World Cup.