When Messi broke the record for most goals at a single club, Budweiser wanted the biggest share of voice of his myriad brand partners. When everyone was going to be talking about Messi, how could we get them talking about Bud?
We found a unique angle: creating 644 custom bottles — one for each goal — and sending them to every keeper he scored against. The campaign went global at the time and still gets talked about today.

• 1,200 articles

• 3B earned impressions

• $20M earned media

• 155M unique consumers reached

• #1 share of voice (40% of all conversation around the record)

• Most talked-about beer globally over the holiday period