#2014WorldCup Brand Watch: Greenpeace and Adidas Partner Up and Budweiser Takes Over the British Pub Live

By Renee Sylvestre-Williams

We know about clothing, drinks and watches but another brand that has scored in the World Cup is Greenpeace. That’s right, Greenpeace. It and other socially-active groups are using the World Cup to bring attention to their causes. 

Greenpeace put pressure on Adidas (and Nike and Puma) after testing found hazardous chemicals in 33 items including boots, gloves and balls. Adidas-Group CEO Herbert Hainer received thousands of letters in the name of Greenpeace’s Detox Challenge and he committed to the change in the supply chain.

Adidas announced a partnership with bluesign technologies to better manage chemicals in its supply chain as well as committing to disclosing 99% of its China-based “wet-processes” by the end of 2014.” (Nike also has a partnership with bluesign, as does Puma.)

Your Wave For a Toxic-Free Future
by GreenpeaceDE via YouTube

By committing to the disclosure of its China-based wet-processes and to better manage chemicals in its supply chain, Adidas not only strengthens its position with its current fans, it can also reach new shoppers, who want to shop responsibly. 

Raise a Pint of Budweiser

Drink sponsors are really buckling down to benefit from the World Cup -- and you can see this in UK pubs. 

Budweiser, Heineken, Fuller’s and Halewood are all hoping that the English’s love of the game and a drink or two will solidify their brands in the minds of football fans. 

How successful can they be? Marketing Week says that alcohol on-trade expert CGA Strategy predicts a 35% year-on-year hike in beer sales. 

So what are the brewers doing to get share? Budweiser is the official beer of the World Cup and it’s using that status to convince drinkers that it’s the only beer they want, and not just in the pub. 

Budweiser is using all platforms, not just the bar top. Bars and pubs across the UK are taking part in the company’s “Hero Bar” campaign where they will receive support from Budweiser ambassadors, social media campaigns, staff training and VIP areas. 

Budweiser is also introducing SMART TV+ into the bars to put their message right in front of the audience. The TV will have drinks offers and campaigns. On social media, the fans will be encouraged to discuss the game via the @BudweiserUK twitter feed. 

Fans of the game (and the beer) are also interacting with Budweiser on Twitter: 

 
 

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The other beer brands have also ramped up their marketing efforts. However their goal isn’t to just appeal to the expected market: older males who like football and drink beer. Tom Lynch, the commercial director at CGA Strategy told Marketing Week that it’s the perfect opportunity to reach out to new demographics such as women and younger drinkers. It’s also the chance to re-energize that old institution, the great British Pub.

“Our consumer research shows that international football creates a diversity of demographics rarely seen for televised football in pubs and arguably for pubs in general. 

“This challenges the accepted wisdom that World Cups are all about blokes in the pub drinking lager and more about a major international event bringing mixed groups of people together, perhaps like no other. It’s an opportunity for pub operators and drinks manufacturers to engage or re-engage consumers in the virtues of the great British pub.


By using a multi-pronged strategy, brewers are able to leverage several different mediums to engage with fans, both new and old.


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