After penning a new athlete ambassador partnership with Real Madrid’s Sergio Ramos, a new integrated campaign from Budweiser literary removed the ink from (arguably) football’s most tattooed player as it uses his tats to tell a story of ‘greatness’.
Running under its ongoing ‘Be a King’ umbrella platform and created by agency Deutsch New York, the campaign builds on the beer brand’s new endorser tie-up and leverages spiking interest in Ramos as he becomes the most decorated Spanish national team and Real Madrid player.
The Anheuser-Busch InBev brand’s campaign presents Ramos’ body as a canvas and showcases how his tattoos tell a story about rise up the footballing ladder to the point in which he became a UEFA Champions League and FIFA World Cup winner and Spain’s most capped player.
On Saturday 12 October, the real Madrid defender became the most-capped player in the history of the Spanish national team after making his 168th appearance against Norway.
The campaign is spearheaded by a digital and social spot called ‘Budweiser X Sergio Ramos | It’s in all of us to Taste Greatness’,
with supporting social content
and further executions programmed to roll out on the @BudFootball social media account through the season linked via the #BeAKing hashtag.
As part of the deal, retail partners are selling limited edition Ramos tattoo Buds.
Steve Arkley, Budweiser Global VP Steve Arkley explained: “Budweiser is proud to celebrate the journey of Sergio Ramos as a king of global football and one of the greatest players of his generation. “We’re excited to spotlight his story in such a unique way for football fans worldwide with the ambition of inspiring them to step up and pursue their greatness.”
Comment:
The limited edition product strand of the campaign has echoes to the recent Heinz Ed Sheeran campaign and suggests endorser limited edition labels is becoming a bit of a trend.
This initiative is part of Budweiser’s ongoing push into making football/soccer a bigger part of its marketing mix and it marks Deutsch NY’s first work for the Budweiser global football account since it was appointed late last year.
Budweiser’s impressive football portfolio spans recently signed/re-signed multi-year partnerships with both Spain’s LaLiga and the English Premier League, as well as its 30-year tie-up with the FIFA World Cup.
Links:
Budweiser
https://www.youtube.com/user/budweiser
https://www.facebook.com/Budweiser
https://www.instagram.com/budweiser/
https://www.pinterest.com/Budweiser/
https://www.youtube.com/channel/UCyft7ewezUDYkZg9KcOMmEw
Deutsch NY
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