“Greatness is Budweiser to take?”
Budweiser has launched a global campaign featuring Argentine soccer star Lionel Messi as he watches footage from the 2019 FIFA Women’s World Cup and reminisces about winning the 2022 World Cup.
The 50-second ad, titled “Greatness is Hers to Take,” features Messi is in a darkened space surrounded by Budweiser containers, which, however, transform into screens projecting the women’s soccer game. Messi encouraged female players, saying greatness was within their reach. The campaign aims to celebrate women’s soccer and asks the question, “Who will bring the buds home?” In this case, the brand aims to associate itself with the excitement and passion of international football events as well as the emotions of winning the World Cup.
Through this campaign, the brand wants to strengthen its connection with soccer fans and potential consumers. Audiences could probably get news from and then follow Budweiser’s social media platforms or website. This can even create a subconscious, when you see the World Cup, you will think of Budweiser. The campaign was achieved through television, Youtube channel, Twitter, and other social media channels.
Since this campaign mainly focus on women’s soccer, it attracts lots of people’s attention. Gender is always the most controversial and hot topic, which makes this campaign very effective.
