Gary V's creative agency VaynerMedia and Budweiser just partnered up to deliver an ad experience few others can match for the Qatar World Cup.
The partnership resulted in the "World Is Yours to Take” campaign, a brilliant celebration of the love for soccer and beer.
The latest FIFA World Cup campaign marks one of Budweiser’s greatest brand strategies to date, having launched in 70 countries and featuring some of the most successful soccer players.
Enter Lionel Messi, Neymar Jr., and Raheem Sterling, as they take a determined walk through the player tunnel, leading fans from the world over onto the field.
As the disorderly procession of people from all walks of life, brought together by their love of soccer, follow in the footsteps of soccer’s greatest, they crack open bottles of Budweiser in celebration of the biggest soccer event.
Lil Baby’s “The World Is Yours to Take” plays in the background as the crowd progresses through the tunnel.
It's the official Budweiser Anthem for FIFA World Cup 2022, just as Budweiser is the official beer of the tournament.
Qatar as the Host Country
Qatar regulates alcoholic beverages quite heavily, which was a major reason for concern.
For that reason, AB InBev decided to focus on the brand’s non-alcoholic beer instead, both in the video’s tagline and in the stadium.
That’s right — Budweiser Zero will be the official drink at the Qatar World Cup stadium.
According to Todd Allen, global VP of marketing at Budweiser, soccer fans shouldn’t lose sight of what matters, and that’s the cup.
“The FIFA World Cup is one of the biggest sporting events in the world and a really unique opportunity to bring all of the football fans around the world together once every four years.”
Despite the overwhelming interest in Qatar World Cup tickets and all the love soccer fans can muster, the entire event has been marred with allegations of poor working conditions at the Qatar World Cup stadium building site, corruption, and the infringement of civil rights.
Soccer Brings Positivity to the World
Even in light of all these glaring issues, Allen reminds everyone that soccer can be a venue for positive change in the world.
“Every host market provides unique opportunities and challenges and regardless of the location, we kick off planning two years ahead of the tournament to provide the best possible experience for fans attending the tournament in person,” he said.
“We believe that sport and football can be a beacon of positive change in the world and we’re proud to celebrate the sport and the players and most importantly the fans.”
In true Budweiser spirit, the beer company is releasing a line of limited-edition cans with QR codes on them, giving soccer fans a chance to win Qatar World Cup tickets, signed memorabilia, and access to Budweiser-hosted watch parties.
“The World Is Yours to Take” hammers home Budweiser’s vision of soccer and the place of honor the World Cup has in fans’ lives.
It's a known fact that businesses jump on the hype of major events worldwide to boost their marketing efforts. DesignRush has prepared a list of top marketing agencies to hire for those looking to do the same."
