AB InBev has employed David Beckham again for its Stella Artois brand in the run-up to this summer’s FIFA World Cup in North America.
The retired footballer, who is the beer’s global brand ambassador, features in an ad released by AB InBev this week. The latest activity from Stella Artois’ ‘Taste Worth More’ marketing platform, the spot, which will air on unspecified TV channels in the US, aims to highlight “the passionate, shared energy of fans watching together”.
The US arm of the brewing giant, which is an official sponsor of the soccer tournament, has also unveiled further activity for Stella Artois in the country ahead of the World Cup, which kicks off on 11 June. Co-branded merchandise and limited-edition packaging will feature in the on-premise, while an online sweepstake through Stella Artois’ social media channels will offer LDA consumers “the chance to win beer money for their Stellas”.
“We believe the true roar of the game is in the electric energy of fans celebrating in their local bars,” said Anheuser-Busch’s VP of marketing for premium brands, Chris Jones. “That ritual of watching the game with friends is a beloved tradition, and this campaign is an open invitation for fans everywhere to elevate their celebration and honour the moments with a taste experience that’s worth it.”
Just over a year ago, Beckham appeared in the Super Bowl ad for Stella Artois alongside Matt Damon.
