AB InBev has released details of its latest FIFA Club World Cup-led marketing activation, this time for Budweiser.
Centred around an ad soundtracked by AC/DC track ‘Thunderstruck’, ‘Celebration in the Making’ will run worldwide as an extension of the brand’s ‘Bring Home The Bud’ campaign. The current arm of the activation, which first appeared in 2022 during the FIFA World Cup tournament, breaks this week in time for the opening of the Club World Cup on 15 June.
AB InBev’s longstanding relationship with the soccer governing body, which has been in place for around 40 years and was extended two years ago to included the men and women’s World Cups in 2026, also features Michelob Ultra for this month’s tournament.
As well as the spot, broadcast details for which were not disclosed, Budweiser will also front ‘Celebration of the Match’ content, where match viewers can vote for their favourite moment in each game via the brand’s social media channels. Themed packaging will also apply to both Budweiser and Budweiser Zero across all markets for a limited time.
The brand owner will be joined next year by Diageo, which last month agreed a deal for five of its spirits brands to sponsor the FIFA World Cup across the Americas.
