With the football season entering the business end, with titles being won, relegation spots being confirmed, and high-stakes knockout matches underway, all eyes will soon be on the Fifa World Cup, although for some, especially those who have shelled out mega bucks for sponsorship packages, it has already kicked off.
Budweiser, which got in “early doors” with a campaign by Africa Creative, is continuing to mark its four decades of association with the competition with the launch of a new global campaign, starring Erling Haaland, his decidedly youthful looking dad Alfie, and Jürgen Klopp.
The “Let It Pour” activity, created by Grey Global, is running in over 40 countries. It opens with Klopp sitting in a bar gazing out of the window when suddenly his pint of Budweiser starts to ripple and he exclaims: “It’s happening again…”
Cue scenes of football fans from different nations gathering for games in stadiums, offices and bars as the excitement builds, most importantly nearly all have Budweiser with them, both the flagship lager and Budweiser 0.0%, apparently catering to the growing global demand for non-alcoholic options during live sporting events.
As Klopp continues his commentary the track “Feelin’ Alright” by Joe Cocker plays and scenes portray the emotional release – and the ensuing explosion of beer – when one team scores before switching to Haarland scoring and celebrating on the pitch.
The Manchester City and Norway striker then meets a fan at a photo booth and his dad appears for a variety of “whacky pics” to celebrate the moment. The scene then switches to Japan, where even Godzilla makes an appearance to commemorate the country’s involvement.
Beyond the film, Budweiser is scaling its on-the-ground presence through its ‘Bud FC’ concept, targeting key markets with a wider programme of fan activations, watch parties and merchandise.
Budweiser global vice-president Monica Mody said: “People wait years for the Fifa World Cup. When it happens, for 39 days, the entire world comes together to celebrate. ‘Let It Pour’ invites fans of legal drinking age to release that passion and let their memories, emotions, and Budweiser pour.
“There are celebrations, and then there are Budweiser Fifa World Cup celebrations. Haaland and Klopp both bring the energy and emotion we were looking to unleash with ‘Let It Pour’, and we couldn’t be more grateful to have them as ambassadors.
“Haaland is one of the most anticipated players to watch in this year’s Fifa World Cup, and we were so lucky he is a big fan of Budweiser. Having his dad join the campaign was also really special, because he played in the Fifa World Cup 1994, and the two of them understand both the excitement and the legacy of this moment.
“Klopp was the perfect person to narrate this campaign because both as a player and a manager, he is renowned for the energy he brings. He embodies what it means to Let It Pour.”
So, what is the consensus around the Decision Marketing office?
Well, after Coke’s recent rather dull World Cup campaign, this at least has some resonance with football. It’s all very jolly, everyone is having so much fun, there’s only joy to be seen. It’s all one big party in this rather sanitised version of the tournament.
Now, that might be how Budweiser sees the World Cup and no doubt Fifa would approve, too. But we fear that for most England fans, a slightly stronger drink will be in order.
Decision Marketing Adometer: A “change the barrel” 7 out of 10
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