'Biggest ever' on-pack for World Cup Bud

01 April, 2010

Budweiser has launched what it claims is its largest ever on-pack promotion ahead of this summerís World Cup, of which the brand is the official beer sponsor.

The Predict & Win promotion will run on 10 million packs in the UK, taking the form of an online consumer competition with a top prize of £100,000 and others including TVs and MP3 players.

Each week of the tournament, the top 100 hundred consumer forecasters will win prizes and a further 100 prizes will be given out to the best overall predictors at the end of the tournament.

A-B Inbev will support the promotion with an ad campaign covering TV, outdoor, press and digital in the run-up to and during the tournament in South Africa.

There will also be displays in take-home outlets.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle Ė which makes it especially galling that we spend so much time divided over it.

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