Budweiser kicks off World Cup push

18 August, 2009

Budweiser is offering 12 trips for two to next year’s World Cup in South Africa as part of its status as official beer of the football tournament.

The competition prizes are part of an on-pack promotion called Live the Dream which starts this month and runs until the middle of November on 2.5 million Budweiser packs.

POS material will be made available to 23,000 take-home outlets to support the promotion, and 200 cash and carries will feature themed pallet shrouds and further POS.

Inbev UK said the package would raise the profile of the brand during a period of media focus on the later qualifying stages.

Marketing director Andreas Hilger said: “The beauty is that it offers weekly prizes, so it is much more than just a one-off incentive for shoppers.

“It will encourage Budweiser consumers to enter a number of times over the summer and beyond, providing fresh sales momentum for the brand and our retail and wholesale customers.

“It will also boost the profile of the brand and its sale performance in advance of further promotional activity we have planned for 2010.”

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