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SBD Global/July 4, 2014/Marketing and Sponsorship

Beer Battle Pits Ambev's Skol Against Quilmes In World Cup Marketing Campaign

Ambev SA "is pitting its top Brazil beer against the company’s Argentine best seller in World Cup advertisements that play up a rivalry between the soccer-obsessed nations," according to Sciaudone & Spinetto of BLOOMBERG. In Skol’s TV ad, Brazilian fans "lure their Argentine counterparts into a house that’s then packed up and shot out of a cannon back to Buenos Aires." Quilmes’s dig "is more subtle." At the end of the commercial a narrator intones, “You’ll regret you issued even one ticket,” referencing reports that demand for tickets from Argentines topped supply. Houston-based marketing strategy consultant FrogDog CEO Leslie Farnsworth said that the fact that both brands belong to Anheuser-Busch’s Ambev SA "makes the strategy unusual." Leuven, Belgium-based Inbev "also owns U.S. favorite Budweiser and Belgium’s Stella Artois." The two nations "faced off on the soccer field earlier this week, with Belgium beating the American team 2-1." Farnsworth: “Playing into that national fervor, especially around the World Cup, makes a lot of sense. I don’t know of a precedent where a company has owned both brands and then has decided to position them like this” (BLOOMBERG, 7/2).
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