The Challenge

Budweiser’s ambition was to become the most talked about brand during the FIFA World Cup™, to build meaningful connections with consumers and rocket Budweiser’s growth (9% net revenue growth, 6% volume growth)

How did we tackle this?
We delivered a fully integrated TTL campaign, driving ROS and distribution through these 3 pillars…

1. Getting people engaged
2. Executing at scale
3. Driving excitement 

We drove brand energy through...

1. Wembley sell in days
2. Pictures of success
3. White space concepts

Getting people engaged

We developed a communications plan and guidelines document, establishing a clear visual hierarchy which crossed all trade channels which we could then sell in.

• Trade sell in tools - “This is the best sell in deck I’ve seen” Chris Kitching - Head of Field Sales
• Design Guidelines
• Communication Strategy
   

Executing at Scale -

Volume
· 300 projects in 15 weeks
· Over 1000 pieces of individual artwork
· Completing 10 projects per day for all trade channels

Working with FIFA
· Acute understanding of FIFA™ guidelines. 
· Became the go to agency for FIFA™ advice and approvals. 
· 100% success rate.

Variety
In-store touch points:
Digital 6 sheets + 48 sheets, Social media, Wholesale takeovers, Internal & external videos, FIFA approvals, TV scripts, SMS messages, FOS Theatre, Posters, advertorials, Magazines, Lenticulars, Photo opportunity displays, ASDA gold package, On Trade + Off Trade kits
™

RESULTS
# 1 - In the 4 weeks leading up to the FIFA World Cup™, Bud was the No.1 beer brand in the top 6 by volume sales, with Stella in no. 2, commanding 11.8% share of beer.

Budweiser overtook Fosters in sales to become the second biggest beer brand in the UK.

• +31% sales increase 3% ahead of target
• 175,000 Competition entries each from a purchase 
• 100% of FIFA and Print deadlines met
• 11,988 executions On trade 363% ahead of Target
• 28,578 executions Off trade 285% ahead of Target