LatinWorks presents Vuvuchelas for Bud Light

Bud Light, official sponsor of the 2014 Brazil World Cup, in association with the Hispanic agency LatinWorks, started a campaign with the aim of connecting the brand with fans, not only in the stadiums, but also in bars, both the US Hispanic market and Latin America.The initiative consists of distributing original pieces called Vuvuchelas, since they have the double function as a glass for chelas (slang for beers), and at the same time as Vuvuzelas, the characteristic horn of the World Cup. The introduction of Vuvuchelas started in the match Mexico vs. USA, last April, where there were given 10,000 pieces in bars in the USA, approximately. During the game, Bud Light was the most consumed brand, before, during and after the game, without investing a single coin in media. “The brand’s presence was already clearer in the event. What we looked for was a different way of calling the attention out of the field; then we thought of doing something different in bars and nothing better than a glass of beer to drink a Bud Light that transforms into the well-known Vuvuzela,” Hernan Cerdeiro, LatinWorks’s VP and creative director, commented to PRODU.“The idea was very well accepted in bars, since to celebrate with beers in the World Cup, there is nothing better that a brand offers you something to celebrate and have a great time to cheer on your team,” he added.