Budweiser
Crowning Messi
the King of Football

Budweiser’s brand ambassador Lionel Messi was about to break Pele’s record for the most goals scored at a single club.

And Budweiser wanted to make a serious fuss.

The problem? Everyone else would be fussing over Messi too.

So, we turned the spotlight on his victims: every goalkeeper he’d scored against for Barcelona.

We created 644 custom bottles, each one honouring a keeper Messi had beaten. The spreadsheets were wild – tracking every game, every goal, and lining up 644 bottles to ship as soon as the record fell.

The payoff was huge. Legends like Buffon, Oblak, and Kepa shared their bottles on social media, sparking global buzz. Budweiser dominated with a 95% share of voice in earned media. Nearly 1,200 pieces of coverage rolled in from 86 markets, with over 30% of headlines putting Budweiser front and center.

A selection here: The Sun, Daily Mail, SportBible and Give Me Sport.