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By working with significant UK influencers as part of the launch and, more recently, having the Bud Knight stream on Twitch in full armor, Bud Light has ensured that all activations are both credible to gaming fans and reflect the brand’s light-hearted, fun tone of voice. This is particularly exciting considering the pack’s release across all major supermarkets, meaning that an esports branded package will be easily accessible and immediately grabbable: something that is still very much a novelty for fans.Ĭode Red Esports have worked closely with AB-InBev to execute Bud Light’s UK esports strategy and market entry, and the integrated campaign featuring the Bud Knight has brought an authentic voice from the brand’s world to the esports community. The on-pack promotion, believed to be the first of its kind for an FMCG brand in Europe, presents an opportunity for esports fans to get their hands on a unique, limited edition product featuring the UK’s best known esports team.

However, this campaign and associated partnership with Fnatic is the first move for the brand in the UK. This was supported by the production of a TV-style advert, running online, featuring Fnatic FIFA star Harry Hesketh and Bud Light’s now-respawned mascot, The Bud Knight.įurther, Bud Light worked with several notable UK influencers on the launch of The Bud Knight’s new Twitter account, including Stylosa, Foxdrop, Machine and Jimmy Broadbent.Ĭode Red’s View: In the US, Bud Light have been involved in esports through a number of high-profile tournament and league sponsorships, notably through the League of Legends Championship Series (LCS), the NBA 2K League and being the official beer of the Overwatch League.

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Bud Light Partners with Fnatic for First FMCG On-Pack Esports PromoĬode Red provided various agency services to Bud Light for this campaign.īud Light kicked off their esports activity in the UK by partnering with Fnatic to release the first ever esports-focused on-pack promotion for an FMCG in Europe, offering buyers the chance to win an exclusive gaming night with a Fnatic pro player.