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Case Study

Budweiser

Crowning Messi the king of football

  • Year2022
  • ServiceStrategic Communications, Advisory
  • SectorSport
  • OfficeLondon

Budweiser wanted to become the most talked about brand when Lionel Messi broke Pele’s record of the most goals scored for one club. H&K, as part of a multi-agency group, leveraged a creative idea, and developed an integrated campaign spanning ads, social rollouts and a global PR toolkit, to tie the king of football to the brand.

Kickstarting the conversation

The hero editorial idea saw 644 bespoke bottles sent to every goalkeeper Lionel Messi had scored past. All 160 of them! At the moment he broke the record, a global toolkit was distributed crowning Lionel Messi the undisputed King of Football and teasing the goalkeeper campaign.

Top goalkeepers including Buffon, Oblak and Kepa posted their bottles on social media, took part in exclusive media interviews and were involved in Instagram Lives on the Bud Football channel, all helping kickstart the Budweiser 644 conversation.

The dominating voice in media

Nearly 1,200 pieces of coverage were achieved across 86 different markets with ‘Budweiser’ being named in the headline in over 30% of articles. The brand had a 95% share of voice compared to other brands within earned media, reaching nearly five billion people globally through PR alone, alongside online searches for Budweiser doubling the day the activation went live.

The campaign was recognized with a Silver Entertainment Lion for Sport at the Cannes Lions International Festival of Creativity 2021.

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