The start of September saw Budweiser Spain launch a new campaign, called ‘Dicen / They Say’, fronted by new long-term athlete ambassador and Barcelona super star Lionel Messi which praises his ability to excel and persevere.
The campaign, created by agency Deutsch NY, is spearheaded by a hero spot which celebrates Messi’s journey to the top of world and aims to inspire viewers and football fans not to give up on a chance of greatness by highlighting the struggles Messi has overcome in his career.
The creative features a black background dotted with images of the player alongside text featuring the criticism that Messi has faced through his career.
“They said that coming to Spain at the age of 13 would end him. They said he was too young. Now they say he is already too old. They say he’s lost his love for the city. They say his head is elsewhere. They say it’s the end of his cycle. They say the magic is over. And what does he say? ”
After the text, the narrative arc switches to an image of Messi looking directly into the camera and then one of his goals.
The beer brand, owned by Anheuser-BuschB InBev and marketed in Spain by Mahou San Miguel, also uses the film to unveil a new limited-edition Messi Budweiser bottle which the beer brand says celebrates the player’s values and which comes with an original ‘Messi’ quote on what it takes to fulfil potential: “Life is full of decisions/choices, sacrifices, determination and hard work”.
The campaign ran spans TV and social media including Budweiser Spain’s digital and social channels including YouTube, Facebook, Twitter and Instagram.
It was also amplified across La Liga’s social platforms.
“I’m excited to partner with Budweiser to share my journey that was based on a determination to be the best player I can be,” said Messi in a PR statement accompanying the campaign launch.
“Day after day, year after year, it took sacrifice and hard work to reach my dreams. Hopefully fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.”
Budweiser Argentina Brand Director Juan Giovaneli also commented on the campaign: “We know what Lionel Messi means for our country and for soccer fans around the world. From the local brand, we seek to be close to the passions of our consumers, of the true fans, and we believe that today more than ever, Leo represents the passion and greatness of this sport.”
“Lionel Messi is a true icon and role model of his generation and for generations to come. His dedication and commitment to his craft reflect the same self-belief that has led Budweiser to become the King of Beers,” added Budwesier Global VP Of Marketing Steve Arkley.
“We look forward to working together as partners to continue delivering on our ambition, reminding football fans worldwide that greatness is a journey that is worth the effort and determination.”
Outcome:
Since the campaign launched on 7 September the hero spot has notched up more than 3m social views led by 1.7m on Budweiser Football’s Facebook page and 800k on Budweiser Spain’s Twitter feed, plus 460k on La Liga’s Instagram and 87k on its Twitter.
Comment:
Budweiser’s big bet on Messi was unveiled a few days after the star reluctantly announced he would stay at the club he has been with for the last 19 seasons, Barcelona, for one more season
Messi joins a Budweiser soccer star sponsorship stable in Spain which already includes fellow La Liga stars Sergio Ramos and Marcelo.
September’s Messi work links to the brand’s ongoing ‘Be A King’ and ‘Who is The King’ of The Match activation of its La Liga sponsorship which originally launched back in October 2019 (see case study) and its long-time ‘King Of Beers’ self-proclaimed positioning.
¿Estáis preparados para el #WhoIsTheKing?
Os daremos varias pistas sobre 5 de los #KingOfTheMatch de la última jornada de @LaLiga y tendréis que adivinar de quién se trata.
¡A por ellos!pic.twitter.com/BDXkldNLOk— Budweiser Spain (@Budweiser_es) June 30, 2020
As well as its player endorser tie-ups, other leading properties in the beer brand’s football partnership portfolio include multi-year sponsorships with La Liga, the Premier League, as well as its partnership with the FIFA World Cup which dates back more than 30 years.
Links:
Budweiser Spain
https://www.instagram.com/budweiserspain/
https://twitter.com/Budweiser_es
https://www.youtube.com/user/BudweiserLiveEs
https://www.facebook.com/BudweiserSpain
La Liga
https://www.facebook.com/LaLiga
https://www.instagram.com/laliga/
https://www.youtube.com/user/laliga
https://www.linkedin.com/company/laliga/
Deutsch NY
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