Messi’s World Cup win is symbolic – Adedeji
By Abimbola Mohammed
Tolulope Adedeji, Marketing and Executive Director for AB InBev, said Messi’s World Cup win is symbolic to Budweiser as the king of beer brands. According to her the win means a lot to the AB InBev family.
Messi, the living football legend whose team Argentina emerged the winner of the FIFA World Cup 2022, was endorsed by Budweiser in September 2020 as the global brand ambassador.
A campaign was launched by Budweiser after the endorsement with the theme: “The World Is Yours To Take,” which became the official Budweiser anthem of the FIFA World Cup.
In an interview with MARKETING EDGE, Adedeji said: “The win means a lot. Our FIFA World Cup campaign is tagged “The World Is Yours To Take” so you can imagine our delight to see our global ambassador, Lionel Messi winning the World Cup with the team.”
Fielding questions on how the Budweiser team will leverage the new feather on the legendary footballer’s win to further promote Budweiser globally and in Nigeria, the executive director said: “It is symbolic for our consumers to also reach for their own dreams, no matter how big. Budweiser is dubbed the King of Beers, brewed smooth for Our Naija Kings.”
Adedeji, in an earlier interview, said: “For the first time in the history of Budweiser which is a global brand, we got Nigeria featured in a global Budweiser film. That is huge. We are delighted to have our country represented in an ad showing in several countries across the world. This is the power of global brands. We also got some of our Nigerian influencers – Ebuka and Ozo. Jimmie featured in Budweiser’s Yours to take FIFA World Cup celebration music video. This is historic as it is the first FIFA music video filmed in a World Cup city at the same time as the games. This is the power of local leadership and representation.”
Recall that at the beginning of the partnership between Messi and Budweiser, Messi commented on a video where he said: “I’m excited to partner with Budweiser to share my journey that was based on the determination to be the best player I can be. Day after day, year after year, it took sacrifice and hard work to reach my dreams. Hopefully, fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.
“It is a huge moment as Budweiser, the King of Beers, debuts the Global FIFA World Cup campaign reminding us that the world is ours to take! Budweiser’s global campaign features Naija globally for the first time! Can you spot that Green white Green?”
It would also be noted that AB InBev sent some six lucky consumers from Nigeria to experience the 2022 World Cup in Qatar.
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