Budweiser Launch in Brazil

Experiential Marketing

Challenge


Anheuser-Busch sought an integrated marketing program to launch the famed Budweiser brand in Brazil as a premium beer in advance of the FIFA World Cup and the 2016 Rio Olympic Games, two global events signaling opportunity and great things to come for the people of Brazil.

Solution


Eiger introduced and negotiated a partnership with globally renowned artist Will.i.am of the Black Eyed Peas, a beloved figure in Brazil, to co-develop a creative brand launch in Brazil. Our team worked in partnership with Will.i.am and the Budweiser global marketing team to develop a fully integrated marketing campaign titled “Great Times are Coming”, featuring an exclusive song by Will.i.am that became the product launch campaign.

“Great Times are Coming” was recorded in LA then launched and played to exclusive customer events in Brazil with much fanfare and media generated. An accompanying music video was shot in Rio de Janeiro and Sao Paulo by Director Ben Moore using iconic shots of Copacabana, Sugar Loaf and Rochinha.

The success of the campaign dictated development of a :30 television commercial featuring Will.i.am looking back at “The Great Times” as a fictional elder Will.i.am reflecting on his career and Great Times in Brazil. To support the campaign multiple appearances featuring Will.i.am were made nationwide including the main stage at the famed Carnaval in Rio de Janeiro.

Results


Budweiser registered as the most successful beer launch in Brazil and quickly ascended to the #1 premium beer brand in Brazil. Will.i.am’s “Great Times” reached #1 on Brazilian music charts, featured the first ever vinyl record insert within a magazine, Veja Brazil’s top selling pop culture magazine. The music video went viral to millions of fans within and beyond Brazil and the commercial was well received leading to a cover story on Veja Magazine, an appearance on Globo late night television and a main stage performance at Carnaval. Will.i.am and Budweiser ascended to record brand attribution scores across Brazil.

"EMG was instrumental in negotiating talent and image rights on behalf of AB InBev for global use. Having supported the launch of Budweiser and “Great Times are Coming” in Brazil, I can attest to EMG's knowledge of the global sports and entertainment marketplace as well as their capacity to deliver value to their clients."

Pedro Earp, Vice-President Global Sports & Entertainment AB-InBev