Dive Brief:

• Budweiser is celebrating Argentina’s FIFA World Cup win throughout the country as part of its #BringHomeTheBud campaign, per information shared with Marketing Dive. The effort includes limited-edition Budweiser FIFA World Cup packs.
• The celebration kicked off as soon as the Sunday match ended in Argentina’s dramatic victory over France at an official watch party in Buenos Aires. Celebrations will continue on Dec. 22 in cities throughout the country, including Buenos Aires, Rosario and Cordoba.
• Wrapping up what the brand says is its largest campaign to date, the celebrations will include music concerts, partner activations, collectible merchandise and surprise giveaways. “The World is Yours to Take,” the first music video filmed at a World Cup, will also air. 

Dive Insight:

This year’s FIFA World Cup has proven challenging for advertisers for a number of reasons. The even has been surrounded in controversy, mostly around host country Qatar’s record of human rights abuses and exploitation of migrant workers to build the World Cup facilities, making it difficult for marketers to connect with consumers who pursue brands that reflect their values. On a less critical level, the event carried a series of switch-ups, which ultimately impacted Budweiser’s ability to sell alcoholic beverages during games in a last-minute policy reversal. 

Throughout, Budweiser has displayed an ability to pivot, including with its #BringHomeTheBud celebrations. The effort is inspired by the beer the Anheuser-Busch InBev company had prepared for the World Cup and was no longer able to sell. At the various cities the brand plans to visit, fans can enjoy limited-edition FIFA World Cup packs along with merchandise giveaways, partner activations and more.

#BringHomeTheBud rounds out the brand’s World Cup efforts, which have spanned months and included a global scavenger hunt, a massive influencer campaign and the making of its “The World is Yours to Take” music video. “The World is Yours to Take” by rapper Lil Baby, served as an official anthem for this World Cup and made history for being the first music video filmed at the event.

“We are thrilled to #BringHomeTheBud to Argentina, bringing fans together in celebration over the Argentina national team’s monumental World Cup win,” said Todd Allen, global Budweiser vice president in a press statement. “We couldn’t wait to bring their epic victory home and to celebrate with the players and fans as we wrap up our largest global campaign to date.”