By Barry Janoff
February 19, 2014: With just about four months to go until the FIFA World Cup, official partner Anheuser-Busch InBev has unveiled plans for its multi-platform campaign for Budweiser to embrace fans and consumers under the banner, "Rise As One."
The brand said its effort would "serve to celebrate the moments that unite and inspire fans of the beautiful game around the world."
Budweiser's "Rise As One" is scheduled to launch via the first of multiple TV spots on March 5. The brewer today released a teaser spot, "Collective Energy," on YouTube.
The campaign will also include print, Internet, out-of-home, POP and social media such as Facebook, Twitter and YouTube. In addition, customized local market activations and initiatives will "engage fans in-store, online and across social channels."
To help jump-start the "Rise As One" initiative, Budweiser has unveiled limited-edition aluminum cans and glass bottles that are designed to resemble the FIFA World Cup trophy, as well as individual cans adorned with the official colors from each respective participating nation. The trophy bottle will be available in more than 40 countries.
Beyond retail, Anheuser-Busch said it would "develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships," the details of which the company said would be revealed in the coming weeks.
"While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion," Andrew Sneyd, global vp-Budweiser, said 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."
Budweiser has been the official beer sponsor of the FIFA World Cup for more 25 years, and currently has a deal that extends through the 2018 and 2022 tournaments.
A-B InBev said it would leverage its portfolio of beers by "extending local sponsorship rights to its leading brands in select football markets," including Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia), Hasseroder (Germany) and Beck's (Italy).
Official FIFA global marketing partners include adidas, Coca-Cola, Hyundai-Kia Motors, Emirates Air, Sony and Visa.
In addition to Anhueser-Busch, other FIFA World Cup marketing partners include Castol, Continential, Johnson & Johnson, McDonald's, Moy Park, OI and Yingli.
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