The 2022 FIFA World Cup provided a unique opportunity for Budweiser, and I played a pivotal role in executing several global initiatives throughout the campaign. With my background in leading UK Premier League trade assets, I had a deep understanding of the football partnership landscape and the specific needs of our customer base.

Over the 10 months leading up to the tournament, I spearheaded a wide range of initiatives, including design, production, and client-facing meetings, while also coordinating with FIFA to ensure all workstreams stayed on track. A key focus was the creation of a flagship asset that would resonate with football fans worldwide, one that would be featured in prominent advertisements, including a campaign with Lionel Messi (video attached).

The client’s brief called for an innovative drinkware solution, and after extensive testing and sample iterations, we developed the hero aluminium cup, which changed color when filled with beer. This product, which became a centrepiece of the campaign, was produced across China and Latin America to ensure seamless availability across key markets, allowing us to meet tight trade activation deadlines.

Additionally, I led the strategic development of bespoke packaging for the aluminium cups, tailored to each market activation. With over 20 suppliers involved globally, it was crucial to maintain clear communication and alignment across all stakeholders at each stage of the process. My role ensured that all plans were executed with precision, on time, and with the necessary approvals at each milestone.

The global stakeholders at both Ab inBev and FIFA were thrilled with the final results, and all hero assets were delivered in time for world cup activations. We produced over 5 million units delivered into 40 countries, surpassing initial demand expectations. It was exciting to see my work on such a global scale and featuring in advertisements with celebrities.

Budweiser Music Partnership

In 2023-2024, Budweiser Global shifted its marketing strategy to focus more closely on music partnerships and events. I collaborated with the brand lead to develop a range that honored Budweiser's heritage while embracing this new direction. Working closely with the lead designer at Barrows, we brought the vision to life while carefully managing costs to ensure accessibility for global markets.

The execution was bold, featuring large digital displays and an entirely new trade marketing range. Premium finishes like grilled metal, backlighting, and embossing were incorporated into the designs, all while adhering to cost constraints and brand KPIs. One of the standout pieces from this project was the custom 7-foot digital endcap display, which allowed for dynamic brand messaging (pictured). Throughout the project, I overcame numerous challenges, including tight timelines and managing a team of 15+ designers and factory partners. The execution plan we delivered exceeded expectations, perfectly aligning with the music-focused target market. My client was thrilled with the results, and we successfully cascaded the new range across the global ordering platform.