Budweiser’s “Light Up the World Cup” campaign was one of the most ambitious global marketing campaigns in the brand’s history, centred on the idea of amplifying the euphoric energy that fans feel while watching the game. However, there’s another story. To maximize ROI, AB InBev encouraged their regional brands to maximize the opportunity and activate their own World Cups. As a result, AB InBev activated local brands in 40+ markets creating successful 360 campaigns, accelerating sales growth of the core brands portfolio and making history.
