Big sporting events always mean big advertising budgets, and brands trying to go the extra mile to capitalise on the fans’ enthusiasm. Nowadays, however, bigger budget does not necessarily translate into higher reach and impact - creativity plays an enormous role. With the marketing craze on, here’s a highlight on what caught our attention, from strategic design to promotional campaigns, contests, tech innovations and all in between.
The Limited Editions
Coca-Cola, one of the primary sponsors of FIFA World Cup 2014, has unveiled a new collaborative limited edition cans. Tapping Sao Paulo street artist Speto and UK design studio BGO, the cans design takes inspiration from the street art of Brazil, featuring bright, pop artsy graphics.
Budweiser has revealed ‘Rise As One’, a global creative campaign on behalf of its 2014 FIFA World Cup Brazil sponsorship. It’s a comprehensive campaign that aims to celebrate the moments that unite and inspire fans of the beautiful game around the world. The campaign includes television and out-of-home advertising, as well as customised local market activations and initiatives to engage fans in-store, online and across social channels.
In addition, Budweiser has disclosed its unique packaging for the games, featuring the iconic FIFA World Cup Trophy which, since 1974, has represented the peak of the soccer success as well as the unity of a team and an entire nation. The promotional packaging also compromises limited edition glass bottles, cans and secondary packaging and has been made available globally.
An app called “Budlocator” is also part of the online strategy allowing consumers to search for bars and pubs stocking the brand.
Andrew Sneyd, Global Vice President, Budweiser pointed out the meaning of the most important secondary thing in the world: “While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion.”
In Lebanon, Almaza beer launched a special design packaging tailored for the World Cup. The new designed pack includes eight bottles flanked with the flags of eight teams and the Lebanese flag along with each of those flags to stress on patriotism. Almaza aims to remind Lebanese World Cup fans that whatever team they will be supporting and whatever flag they will be raising, they shouldn’t forget the Lebanon they belong to.
