Budweiser Kicks Off “Light Up the FIFA World Cup” Global Campaign

Budweiser Energises Football Fans with Most Ambitious Beer Delivery Ever, as Drones Drop Budweiser in the Hands of Football Fans Worldwide

Budweiser, an Official Beer of the FIFA World Cup, unveiled its new global campaign, “Light Up the FIFA World Cup,” which encapsulates the unparalleled euphoric energy of the world’s biggest sporting event and the brand’s passion for energising fans as they watch and celebrate their favourite players, moments and teams throughout the tournament.

Major highlights of the campaign include global advertising featuring the largest beer delivery to date, the deployment of eight million noise-activated Red Light Cups that light up in response to fan cheering, and a variety of integrated experiential, digital and social programmes launching in more than 50 countries.

“As the most watched sporting event on the planet, the FIFA World Cup is the ultimate opportunity for our brand to connect with billions of passionate football fans globally. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over beer and their shared passion for football.

“Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup,” said Miguel Patricio, CMO, Anheuser-Busch InBev.

The brand’s global advertising campaign highlights the most ambitious beer delivery ever through a variety of creative executions, including 15-second, 30-second, and 90-second ads, that show how it is upping the energy levels of fan’s football celebrations worldwide as Official Beer of the 2018 FIFA World Cup.

The commercial spotlights the journey of thousands of drones as they carry Budweiser from the St Louis brewery and head for Moscow with the ultimate goal of delivering a stadium full of fans with their very own Budweiser.

The spot culminates with fan cheers activating the brand’s Red Light Cups throughout the stadium, showing the energy and excitement of fans at the FIFA World Cup.

The advertising campaign will run in more than 50 countries around the world, across television and digital channels.