Budweiser brews batch 'infused with passion of football fans' for Euro 2016

Budweiser will next week run a social campaign to give away a batch of its beer that was "infused" with the passion of England football fans in a number of cities.

Budweiser brews batch 'infused with passion of football fans' for Euro 2016

Yesterday (Thursday), former England players John Barnes and Graeme Le Saux accompanied a tanker of Budweiser on a tour across several locations, including a brewery near Preston, to meet fans and the official England Supporters Band.

The fans were invited to touch the tanker, and to sing and whistle at it, "literally filling the brew with their supporter pride and passion" according to a press release by Budweiser's retained UK agency 3 Monkey Zeno (3MZ), which handled the activation.

The first Budweiser Made by Fans bottle rolled off the production line later in the day, and next week the batch will be given away by the brewer via its social channels, starting the conversation on the hashtag #ThisBudsForYou. This will be handled by social and digital agency Elvis.

Budweiser is joining a number of booze and other brands kicking off their Euro 2016 PR activity, as the tournament begins today in France – including a typically provocative effort from Paddy Power this morning, targetting the embassy of England's first opponent, Russia,

Aina Fuller, senior brand manager at Budweiser UK, said: "We wanted to create Budweiser Made by Fans to honour football fans up and down the country and to do something truly special to celebrate the upcoming summer of sport."

Former Chelsea and Blackburn defender Le Saux (pictured below signing the tanker with fans in London) commented: "I know first-hand just how powerful fan passion can be – it helped spur me on many a time throughout my career. I felt that passion again meeting thousands of football supporters across the country who helped instil their passion into this Made by Fans football brew by Budweiser."

This article was first published on prweek.com.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Maltesers unveils Braille billboard in next phase of disability campaign
Shares0
Share

1 Maltesers unveils Braille billboard in next phase of disability campaign

Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.

Just published

More