Budweiser / Global / 2022PR Stunts · Social · Events & Sponsorship
Bring Home the Bud.
Banned from selling beer at World Cup stadiums two days before kick-off, Budweiser promised its entire stock in Qatar to whichever country won the tournament.
- Brand
- Budweiser
- Agency
- Wieden+Kennedy New York
- Market
- Global
- Region
- Global
- Year
- 2022
The challenge
As the tournament's beer sponsor, Budweiser was suddenly left with thousands of litres of beer it could not sell.
The idea
On the first day of the tournament, Budweiser announced that the winning nation would get its whole Qatar warehouse stock for free and invited fans to join #BringHomeTheBud. Field boards in the stadiums carried the message, and giant red Budweiser crates appeared around the world, to be opened only by the winners.
Results
- By W+K's figures, the campaign reached 3.1 billion people on social and generated more than 4 million social mentions.
Case study source: Wieden+Kennedy Source ↗
Awards
- Cannes Lions 2024Creative Effectiveness – C05 REAL-TIME RESPONSESilver
- Cannes Lions 2023PR – B03 REAL-TIME RESPONSESilver
- Cannes Lions 2023Titanium – A01 TITANIUMTitanium
- Cannes Lions 2023Creative Strategy – C06 MARKET DISRUPTIONBronze
Credits
- Creative agency
- Wieden+Kennedy New York
