Budweiser: Greatness is Yours to Take

Budweiser, the proud partner of the England Women’s team since 2019, kicks off its new multi-channel campaign ahead of the 2023 FIFA Women’s World CupTM, featuring Beth Mead and England football legend Karen Carney. Delivered across VOD, social, digital and Out of Home, the campaign ‘Greatness is Yours to Take’, is centred on those who never give up and who grab every opportunity that comes their way - a concept epitomised by the England Women’s team. Budweiser has always celebrated greatness and those who have the conviction to go for it. No one epitomises this more than the England Women’s team, so this epic footballing moment had to be commemorated. Budweiser, also the official beer of the 2023 FIFA Women’s World CupTM, is energising the nation to get behind the England team and building huge excitement for the tournament through unmissable media and the biggest trade campaign Budweiser Brewing Group/AB InBev UK has launched. The 30 second hero film, created in partnership with advertising agency BETC, showcases the incredible progression of women’s football over the years - from playing on muddy pitches with only a handful of spectators, to stadiums with roaring, sold out crowds. The players are seen continually moving forward, avoiding challenges with skill, jumping over tackles and passing with pinpoint precision, with fans and Budweiser cheering them on through each era – symbolising the journey to greatness the England Women have been on. In the film, we see Carney dribbling the ball on a modern day football pitch with confidence and determination, until she sends an unstoppable cross into the box for the ball to meet Beth Mead. The final frame sees Mead striking the ball to bring the film to an exciting finale, with fans on the edge of their seats. The film shows the team’s relentless spirit and tenacity driving toward greatness, looking to go one step further than their incredible victory last year at the UEFA Women’s Euro 2022TM, at the FIFA Women’s World Cup 2023TM in Australia. The OOH adverts will appear across the London Underground, bus stops and in large formats across a range of locations including shopping malls and city centres around the country. As part of the campaign, Budweiser has partnered with LadBible for a second time, to bring back their award-winning content ‘Agree to Disagree’, giving fans across the country unrivalled insight into the England Women’s team as Beth Mead, Jordan Nobbs and Laura Coombs discuss everything from the best stadiums to the best dancers in the squad.