Our Work

Budweiser Bring Home The Bud

Elevate Business performance, Global

Overview

Budweiser’s World Cup pivot drives double digit growth

What: Budweiser as a brand has always been synonymous with the World Cup – having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar.

With that, Budweiser was left with a warehouse full of beer that could not be sold. And a global marketing and experiential plan, four years in the making, completely turned on its head.

 

We couldn’t let this opportunity go to waste. So we flipped the script and announced that we’d give away all of the would-be World Cup beer to whichever country won the Cup. It wasn’t just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud

Overview

The Results – What We Achieved

The campaign became a cultural movement, driving brand fame and resonance with young LDA adults. Media coverage was truly momentous and widespread globally: everyone from ESPN to Sky Sports, The Guardian, and NPR took part in the conversation. SNL did a skit about it. One Argentine fan even got a tattoo of it. And scores of Ecuadorian fans even chanted for it during their Cup match.

Budweiser stayed true to its promise of making the World Cup an unforgettable experience for consumers around the world. Over 1.2M coupons for free beer were distributed to legal drinking-age Argentinians in the two weeks following the team’s win, and local alcohol delivery services tracked a 400% increase in orders compared to the year prior. Compared with pre-kick-off deliveries, Ze and TaDa reported a combined 34% increase in ice-cold Budweiser deliveries in the country. Budweiser’s agile efforts proved successful, with net revenue growing by double digits, showing the strategic pivot made a lasting impact on consumers around the world.

255B

Impressions

$400M

In Earned Media

1MM+

Social Media Mentions

#1

Share of Voice

Overview

The Results – What We Achieved

Awards & Creds

Because sometimes it is all glitter and gold…

Andy Awards
Idea
2023
Andy Awards
Bravery
2023
Cannes Lions
Titanium Lion
2023
Cannes Lions
PR: Real-Time Response - Silver Lion
2023
Cannes Lions
Creative Strategy: Market Disruption - Bronze Lion
2023
Clio
Integrated - Gold Clio
2023
Clio
Social Media: Real-Time Response - Gold Clio
2023
Clio
Out of Home: Ambient - Gold Clio
2023
Clio
Public Relations: Real-Time response - Silver Clio
2023
Clio
Experience/Activation: Guerrilla - Silver Clio
2023
D&AD
PR - Reactive Response
2023
One Show
Silver - Social Media: Social Post - Real-time Response
2023
One Show
Bronze - Out of Home: Brand Installations
2023
Shorty Awards
Global Campaign
2023
Shorty Awards
Launch Campaign
2023
Shorty Awards
Real Time Response
2023
Shorty Awards
Wine, Beer, Spirits
2023