Budweiser's FIFA World Cup campaign

Budweiser Vietnam kicks off its FIFA World Cup 2026 campaign with a collection of six special edition cans and a prize draw program worth billions of dong.

Budweiser has launched its global "Let It Pour" campaign to celebrate the FIFA World Cup 2026, the largest tournament in history, hosted by Canada, Mexico, and the US. Building on four decades of partnership with the event, the brand aims to engage fans through immersive experiences and special edition products.

In Vietnam, the "Pop a Red Bud, Celebrate Every Classic Moment" campaign forms a key part of the global "Let It Pour" initiative. It introduces a collection of six special edition FIFA World Cup 2026 cans, designed to evoke cherished memories from previous tournaments and link past iconic moments with the excitement of the current global World Cup season.

The campaign is promoted by Budweiser on the streets of TP HCM. *Photo: Budweiser*

The collection features five designs inspired by the 2010, 2014, 2018, 2022, and the ongoing 2026 tournaments. A special "Golden Cup" edition completes the set. A brand representative stated that each design captures a memorable World Cup phase, highlighting iconic goals, emotional celebrations, and historic trophy-lifting moments that symbolize global football.

This collection allows Budweiser to transport fans back to memorable moments from South Africa 2010, Brazil 2014, Russia 2018, and Qatar 2022, while building anticipation for new history to be made at the FIFA World Cup 2026. Beyond being special edition products, the collection aims to connect generations of fans through these significant milestones in football.

Complementing the limited-edition can collection, Budweiser is also hosting a lucky draw program for Vietnamese fans, featuring thousands of valuable prizes.

The grand prizes include two 24K gold Budweiser logos, each valued at nearly one billion VND. The program will also award 1,000 Adidas e-vouchers, specifically for the FIFA World Cup 2026 edition, each worth 2,5 million VND.

To enter, consumers must collect the complete set of six Budweiser FIFA World Cup 2026 special edition cans. They can then scan the QR code on a can or use the Budweiser mini-app on Zalo to register their collection and gain a chance to participate in the lucky draw. The program runs from 9h on 15/5 until 23h59 on 31/7.

Budweiser advertisement appears on a football field. *Photo: Budweiser*

Richard Oppy, Global President of the Premium Category at AB InBev, emphasized Budweiser's 40-year association with iconic FIFA World Cup celebrations, both on the field and among fans globally. "Celebrate Every Classic Moment is our invitation to fans to fully immerse themselves in those moments," Oppy stated. "Alongside football icons like Erling Haaland and Jürgen Klopp, we aim to continue spreading the spirit of the beautiful game to fans worldwide."

Through this special edition can collection and the opportunity to win valuable prizes, Budweiser aims to bring the FIFA World Cup 2026 atmosphere closer to fans, all under the message "Pop a Red Bud, Celebrate Every Classic Moment". This initiative mirrors Budweiser's broader "Let It Pour" campaign, which is active in over 40 countries and features renowned figures such as coach Jürgen Klopp and striker Erling Haaland.