Beer brand Budweiser 0.0 has announced the launch of a 360-degree campaign celebrating Lionel Messi’s journey to the pinnacle of global football, defined by his commitment and determination to both his teammates and the game. These values that have made him truly one of football’s greats over his 20-year long career, including scoring a record-breaking 644 goals for a single club, embodies the brand’s own history and relentless pursuit of craft for over 140 years.
To kick off the campaign, Budweiser 0.0 has launched special edition custom-designed Lionel Messi bottles, along with a digital film titled ‘Greatness is Brewed Over Nights’, demonstrating that Kings aren’t brewed overnight. This digital film delivers the brand’s ambition to inspire consumers to embrace the effort, sacrifices and hustle required to pursue their own journey towards greatness and Be A King.
In addition, the brand has unveiled a series of murals at iconic locations in Mumbai (Chapel road, Bandra) and Delhi (Hauz Khas Village), offering fans an insider’s perspective into the choices, sacrifices, determination, and hard work that significantly shaped his life and profession. The murals spotlight Messi’s humble beginnings as a 14-year-old boy from Rosario, his 20 years and counting with one club and his ascent to become the ‘King of Football,’ widely respected both on and off the field.
Reflecting on this initiative, Lionel Messi said, “I am delighted with Budweiser's effort to celebrate my journey and bring it alive beautifully, through the artistic murals. It feels surreal to be standing where I am today. Day after day, year after year, it took sacrifice and hard work to reach my dreams. I am grateful to my fans, around the world and in India, who have supported me immensely through every victory and loss. I truly hope that fans can find inspiration in my story, just as they have motivated and encouraged me, to keep chasing my own.”
To engage the football community in India, Budweiser 0.0 will host an exclusive virtual walking tour called ‘The Pilgrimage’ in Mumbai and on-ground in Delhi. Keeping in mind the current Covid-19 situation, the walking tour will be facilitated in compliance with stringent safety measures. Patrons will be provided with face masks and sanitisers at regular check points, and social distancing will always be maintained. The tours will be helmed by tastemakers like Sakshi Malik, Pryanka Talukdar, Jake Sitlani, Nisha Yogini, Yukti Arora, among others, who will guide fans through the murals. What’s more, upon completion of ‘The Pilgrimage,’ fans stand a chance to watch Messi play live, win exclusive memorabilia, Budweiser Streetwear Co. merchandise, among other exciting giveaways.
Vineet Sharma, Vice-President, Marketing and New Business Development, South Asia, AB InBev, said, “Budweiser has a long association with football, and we are extremely proud to launch this campaign to celebrate Lionel Messi’s dedication and commitment to the game. This reflects the same self-belief and relentless focus that has led Budweiser to become one of the most loved brands globally as well as here in India. We are confident that this campaign will inspire fans to craft their own journey to greatness with effort and determination, truly empowering them to ‘Be A King’.”
A unique AR filter will be activated on Instagram that will provide football enthusiasts an engaging visual representation of Messi’s life journey. To further brew the fervour, Budweiser 0.0 has partnered with the online network of creative professionals, Indiefolio, for a month-long challenge to crowd-source digital renditions of artwork that celebrate King Leo. Conducted on Instagram, select entries will be printed on exclusive Budweiser Messi merchandise, with a certain percentage of the sales garnered through them provided to the artists themselves. To bring the campaign alive and connect with fans locally, the brand is running activations at on-premise and off-premise outlets, offering consumers a chance to win specially curated Messi kits.
Budweiser 0.0 is a long-time supporter of the game through multi-year partnerships with La Liga and the Premier League, two of the top internationally-reaching football leagues, along with a roster that includes football greats such as La Liga stars Sergio Ramos and Marcelo. The brand is also a 30+ year partner with FIFA World CupTM.
Join ‘The Pilgrimage’ comprising a one-of-a-kind virtual experience in Mumbai and on-ground in Delhi by clicking here. Catch all the conversations on social media by following @BudweiserIndia on Instagram.