Jupiler has always been more than just a beer—it’s a symbol of Belgian pride. During the FIFA World Cup, the brand saw an opportunity to bring the nation together like never before. In a country often divided by language, culture, and politics, Jupiler used football’s unifying power to spark something bigger than a campaign: a movement of belonging.
Jupiler
Brand strategy, Creative strategy, Creative soncept, Copy & design, TVC, Radio, Online video, Social, (D)OOH, Print, In-store, Direct mailing
Jupiler's challenge
Belgium is a nation divided by language, wealth, and politics. Yet, two things unite the country: football and beer. Jupiler saw an opportunity to bring these passions together during the FIFA World Cup. But in a tournament packed with sponsors, how could the brand stand out and leave a lasting impact?
By creating something even stronger: belonging.
The Insight
While others saw the World Cup as just another sponsorship opportunity, Jupiler recognized its deeper cultural significance. Football transcends personal differences and unites Belgians across regions, incomes, and languages. As the country’s most iconic beer brand, Jupiler did not just join the conversation. It became the symbol of national unity. By leveraging its deep roots in Belgian culture, Jupiler turned its presence into something more than just a campaign. It became an undeniable movement.
The outsmarting strategy
As the official partner of the Red Devils, Jupiler took a bold step with a simple product to bring people together. They put aside their own brand identity for a clear message: We Are Belgium. This was not just a sponsorship. It was a statement. A campaign that went beyond promoting beer; it became a symbol of unity. Jupiler, with its deep-rooted presence in Belgian culture, sparked a movement that transcended regional, linguistic, and cultural divides. As the World Cup progressed, the momentum grew stronger. Other brands temporarily changed their name to 'Belgium' and legendary players expressed their pride. For a brief moment, it didn’t matter where you came from, what language you spoke, or how you looked. We Are Belgium. Belgium may not have won the World Cup, but it won something much greater: unity.
The results
Jupiler’s ‘We Are Belgium’ campaign became the most impactful World Cup campaign ever in Belgium, recognized within AB InBev as the greatest global success of 2018. Even Roberto Martinez, head coach of the Belgian national team, ended his victory speech in Brussels with the campaign slogan: ‘We Are Belgium.’
