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Budweiser begins FIFA World Cup campaign

Budweiser has begun an international advertising campaign tied to the upcoming 2018 FIFA World Cup soccer tournament. Called "Light Up the FIFA World Cup," it makes use of 15-, 30- and 90-second television commercials depicting the energy of soccer fans. The creative features a fleet of flying drones carrying beer from the company's brewery in St. Louis to a stadium in Moscow, where it is delivered to fans. The 90-second execution depicts one drone visiting a series of international cities. The ad campaign will run in approximately 50 countries, accompanied by social media activities.

The company will also distribute approximately eight million "Budweiser Red Light Cups" in those countries. These noise-activated devices are designed to light up when they detect fans cheering the games. The cups will also be displayed at various international viewing parties and special events hosted by the brand.

Budweiser is the official beer sponsor of the World Cup. The brand is a division of Anheuser-Busch InBev.

"As the most watched sporting event on the planet, the FIFA World Cup is the ultimate opportunity for Budweiser to connect with billions of passionate football fans globally," said Miguel Patricio, chief marketing officer of Anheuser-Busch InBev. "Our campaign is the largest in our company's history, and it demonstrates how we are bringing together fans from around the world over beer and their shared passion for football. Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup."

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