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Lynn Lester
Managing Director of Events at The Drum

Budweiser launches ‘Rise as One’ campaign for 2014 FIFA World Cup in push to be recognised as an “international brand”

Budweiser, the official beer sponsor of the 2014 FIFA World Cup, has today (19 February) launched a global campaign in the run up to the event as it continues its aim to be seen as an international brand.

The Rise as One campaign, which “celebrates the moments that unite and inspire fans of the beautiful game around the world”, consists of new television and out-of-home advertising, as well as initiatives to engage fans in-store, online and across social channels.

The TV ad, which is filmed in black and white and features a limited edition gold aluminium bottle, shows football fans across the world “rising as one”.

Jennifer Anton, Budweiser UK marketing manager said: “Being the official beer is a massive opportunity for us to stand out because what do you celebrate the world cup with? You celebrate with a beer and that puts us in a great position.

“Creatively our campaign really is memorable, just the cut through of the black and white and the gold Budweiser bottle will really stand out in a sea of colour. Our aim is to be recognised as an international brand and tie together the celebration of the World Cup with Budweiser.”

TV ad teasers for the Rise as One campaign will preview online on 5 March and air nationally on 24 March and 24 May.

In addition the beer brand will feature new content on the Budweiser app, which will be available from 21 March, and launch a ‘Budlocater’ that allows users to geo-target their location to find the nearest pub selling Budweiser.

Sunny Bhurji, Budweiser trade marketing manager said: “Not only can you find where you are, and where the nearest Bud stockists are, you can target by facility – so if there is a beer garden, live music or TV screens.

“You can also like and share pubs on Facebook through the app which is important as we want everything to link through our social media. Pub owners can also“claim” that the pub is theirs and through the Budweiser app indicate which games they are showing and push that out to consumers.”

Bhurji says that the app will “leave and breathe outside of the World Cup” and Budweiser are working to see how they can communicate it after the event.

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