BRING HOME THE BUD
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BRING HOME THE BUD
BRING HOME THE BUD
Turning a PR crisis into Budweiser’s biggest brand comeback in history.
This is a story about how a 4-year marketing plan was hijacked 48hrs out from its seminal launch moment.
It's a story about how one last minute decision created an unfathomable pivot overnight.
It's a story about how creativity and agility thrived in the face of chaos.
It's a story about creating unprecedented brand love on the world's biggest stage.
Because we never lost sight of something most important to our fans:
Once again, Budweiser was the Official Beer of the World Cup
48 hours before kickoff we woke up to this headline…
So we tweeted what everyone was thinking
Then we needed to answer what everyone was asking.
We responded with one simple, yet bombastic, idea:
BRING HOME THE BUD
became a real-time rallying cry…
As dynamic as the tournament itself. every win and loss dictated our next move as we showed up across the world with literal crates of Budweiser,
egging on fans to get their team win all that beer.
For the first time in World Cup history all 32 teams were competing to bring their fans more than just a trophy.
And while we couldn’t sell beer in the stadiums, we hijacked out way back onto the pitch.
We gave the Man of the Match from every game the stage to tell their country they’re one step closer to bringing home the Bud.
Then during the final game, we dropped one last challenge to Argentina and France.
And when Messi scored that goal, we knew exactly where to send the Bud.
BRING HOME THE BUD was so successful Budweiser continued the campaign for the Women’s World Cup in Australia.
Even though Australia didn’t ban beer.
jeffrozman@gmail.com
jeffrozman@gmail.com
Thanks for making it to the bottom, cheers 🍻
