As a global partner of the 2022 World Cup, Budweiser Canada aimed to associate their brand with soccer in a country that loves other sports, focusing on brand awareness and e-commerce retail.
We adopted a soccer-centric strategy, capitalizing on Canada's World Cup qualification and Italy's absence. With passionate Italian-Canadian soccer fans seeking a team to support, we launched 'Forza Canada,' an omni-channel campaign uniting them behind the Canadian team. Budweiser partnered with Sebastian Giovinco, a beloved Italian-Canadian player, and Alistair Johnson, a member of Canada's Men's Team, to ignite soccer excitement through teasers, press conferences, viewing parties, and e-commerce assets. We executed this campaign across media, PR, social, experiential, and digital to ensure Budweiser's prominence during the Qatar 2022 kickoff.
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