• by Tanya Gazdik , February 19, 2014

Budweiser is teasing its sponsorship of the World Cup with a 10-second short.

The campaign, from lead creative agency Anomaly, is entitled “Rise as One” and breaks March 5. It will include digital, experiential and social marketing activities including all new TVCs, content partnerships, extensive onsite activations and a commemorative gold bottle.

As the official beer sponsor of the 2014 FIFA World Cup Brazil, the campaign aims to celebrate the moments that unite and inspire fans of the beautiful game around 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,” said Andrew Sneyd, global vice president, Budweiser, in a release. “With the ‘Rise As One’ campaign, Budweiser celebrates the world’s favorite game and its role in inspiring fans to celebrate the moments that unite us as a global community.”

Budweiser is present in over 80 countries around the world, and the campaign will have global reach with both television and out-of-home advertising, as well as customized local market activations and initiatives to engage fans in-store, online and across social channels.

In addition, Budweiser will develop and distribute global broadcast and digital FIFA World Cup-related content through strategic media partnerships, the details of which will be revealed in the coming weeks.

The gold packaging created for the tournament features the FIFA World Cup Trophy. The limited edition aluminum trophy bottle will be introduced simultaneously in 40 countries. Available packaging will also include limited edition glass bottles, cans and secondary packaging, which will also be available globally.