Budweiser: Crowning Messi the King of Football

  • Fadi Dada

Budweiser wanted to become the most talked about brand when Lionel Messi broke Pele’s record of the most goals scored for one club; a historic feat that might not ever be achieved again. They knew that conversation around Messi peaked at record breaking moments and they not only wanted to hijack that, but own it.

Working with photographer Carles Carabi, we created a stunning set of images featuring Messi that went live across Budweiser social channels (and OOH in South America) at the record breaking moment.
To show the global scale of Messi’s achievement, we created 644 bespoke bottles, that we sent to every goalkeeper that Lionel Messi had scored past. Top goalkeepers including Buffon, Oblak and Kepa posted their bottles on social media.
Budweiser had a huge 95% share of voice compared to other brands within earned media. Nearly 1,200 pieces of coverage were achieved across 86 different markets with ‘Budweiser’ being named in the headline in over 30% of these. A selection of coverage: The Sun, Daily Mail, SportBible and Give Me Sport.


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      H+K Strategies UK

      • Marketing & PR