Budweiser: Messi X Budweiser 644

Anna Watkins

Budweiser, a beer brand, launched a campaign to drive conversation about its brand when Lionel Messi broke Pele's record for the most goals scored for a single club.

Campaign details

Brand: BudweiserBrand owner: AB InBevLead agency: COPA90Contributing agencies: Deutsch, H&K StrategiesMarket: GlobalSector: Beers & ciderMedia channels: Packaging & design, Public relations, Social media, Word of mouth, influencersBudget: No budget

Executive summary

In 2020, Lionel Messi was on the verge of breaking Pele's 46-year-old record of 643 goals for a single club. Budweiser wanted to leverage the moment to drive conversation authentically about the brand while keeping the product at the heart of the idea.

We knew that when the record was broken, everyone...

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